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Home arrow Market Research Findings arrow Entertainment arrow Integrated Campaigns Key For Targeting Youth
Integrated Campaigns Key For Targeting Youth PDF Print E-mail
Written by Habbo   
10 Sep 2009

Habbo Singapore releases findings

Survey on teenagers' media habits

Favour online over TV for leisure

Habbo Singapore has released key findings from a survey of teenager's media preferences and habits, revealing that Southeast Asian teens favour online in their leisure time and TV as their major news source.

The 2009 Media Preferences and Habits survey polled 2202 respondents aged between 12 to 18 years from Singapore, Malaysia and the Philippines.

The Media Survey results identified that 41% of teens prefer to spend their spare time surfing the internet and when asked which source of news they trusted the most, TV news was voted as the most popular source (38.47%) by teens from Singapore, Malaysia and Philippines.

The amount of time Southeast Asia teens devote to TV and online is very similar, however 86% of teens spend at least two hours each day online (this includes the teens that spend three hours and more than three hours each day).

By contrast, over three quarters (76%)of Southeast Asian teen spend at least two hours watching TV each day (this includes the teens that spend three hours and more than three hours each day).

"In today's market, advertisers are constantly confronted by the new versus traditional media argument - TV and online. The Habbo Media Preference survey results clearly demonstrates that both mediums should be considered by advertisers in any campaign targeting teenagers across South East Asia," Ken Lim, country manager for Habbo Singapore, said in a statement.

"Teens trust TV as their news source, however they look to online for entertainment in their spare time. This is significant for advertisers wanting to deliver messages and impact the teen audience... Southeast Asian teens are media savvy. The advertisers successfully engaging with teens understand that online plays a significant role in the marketing mix. An integrated and cross platform campaign is a successful recipe for engaging with the teen market."

4th Sept - 2009
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