MTV, Microsoft to Research World Youth's Use of IT

09 October 2006

LONDON: Young people in China, Germany, India, Italy, Japan, Mexico, the USA and Britain are to be quizzed on how digital media impacts on their lives. The study is jointly funded by MTV Networks International and Microsoft Digital Advertising Solutions.

Says Graham Saxton, svp for international research and planning at MTV: "We decided to commission a study into understanding genuine social change." The partners' interest, however, is not merely academic.

Continues Saxton: "By viewing technology within the wider context of young people's lifestyles we aim to demystify the digital generation and provide tangible insights for ourselves and our clients to continue engaging our audience now and into the future."

Qualitative and quantitative results are likely to be available by December 2006.

Data sourced from BrandRepublic (UK); additional content by WARC staff