NEW YORK: Young men are so attached to their mobiles that they would prefer to give up television for a year than their handsets, according to a new study. 

DDB Worldwide Communications Group's Life Style Study looked at men's attitudes to the internet, social media and technology.

It found that 54% of 18-34 year olds would rather go a year without watching TV than be without their cell phone; only 38% of the 35-49 age group felt that way.

Making a call when in an elevator was deemed acceptable by 57% of younger men, while 49% thought it fine to take a call in a public restroom. For older men those measures were 45% and 46%.

Looking at online behaviour, a third of 18-34 year olds said that most of their social interactions occur online, and 36% reported that social networks had greatly improved their lives. Comparable figures for older men were 24% and 22%.

Overall, 27% of men said they were a different person when they're online, compared to just 18% of women; 31% of younger men said things online they would never have the nerve to say face to face, while 21% of older men did so.

Men were also more likely than women to have online friendships with people they've never met, 29% against 22%.

The issue of shopping highlighted another gender divide. If they could buy a product online rather than shopping in person, then 40% of men would opt to do that; only 31% of women felt the same way.

Data sourced from Adweek; additional content by Warc staff