Indian youth would prefer mobile ads to those on TV

Mobile phones have become an integral part of the lives of young Asians. Youngsters nowadays just cannot do without their phones.
A survey of young Asians by global market research firm Synovate shows that the lives of Asia’s youth revolve around their mobile phones.
Overall personal ownership of mobiles has increased from 60 per cent in 2008 to 64 per cent in 2010. According to the survey, young Indians top the race for mobile phone ownership compared to the rest of Asia.
Personal ownership of mobile phones among young Indians has increased from 28 per cent in 2008 to 37 per cent in 2010, while the average in Asia is only 18 per cent.
Steve Garton, executive director of media research for Synovate said, “This year, we see that the mobile phone is simply inseparable from its owner. More youth across a number of Asian markets now own a mobile compared to 2008. With one in five (18 per cent) young Asians planning to use their mobile even more often, these findings show the great potential of this medium.”
The survey also showed that young Indians are fatigued with TV adverts. Fifty five per cent of young Indians between 15 and 24 years would pay a higher TV subscription rate to avoid adverts (this percentage is the highest in Asia).
However, interestingly, they are of an entirely different opinion when it comes to mobile phone advertising, as 37 per cent say they won’t mind receiving ads on their mobiles, or responding to such adverts as long as they are incentivised.
This percentage is the highest in the region after Vietnam (44 per cent). The Asian average is 29 per cent.
Listening to music, playing games and taking photos are just some of the activities that youth turn to their mobile phone for.
Among Asian youth who own a mobile phone, about half of those surveyed perform the above activities on their mobile. One in five (21 per cent) also uses this device to record video.
In India, the most popular mobile phone activities over the past seven days were listening to music (59 per cent young users listened to music on their mobiles), SMS (58 per cent), taking pictures (51 per cent), and playing games (46 per cent).
This fifth Synovate Young Asians study provides an in depth look at the lifestyles, habits, product ownership and media consumption of youth across Asia.
Respondents ranged from eight to 24 years across 11 markets in Asia, covering China, Hong Kong, India, Indonesia, Korea, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam.
A total sample of 12,302 youth was surveyed by face to face interviews and through online methods during the second quarter of 2010. The survey by Synovate was supported by Friendster, Microsoft Advertising and Yahoo!
Garton said, “This shows the opportunities here and now for mobile marketing. Youth in Asia are looking to receive the latest information to wow their peers, so reaching them through mobile is the most immediate way to gain their attention.”
He added, “The spontaneity and active lifestyles of youth means that mobiles are always helping them to live life to the fullest.”