Among 16 countries polled China is the only market where youths chose the web over TV as a key choice of media, according to a global MTV/Microsoft study.
The study, entitled ‘Circuits of Cool/Digital Playground’, examines the relationships between youths and digital technology. It surveyed 18,000 kids from 16 countries, including China, India, Japan and Australia.
Striking differences were found per market and age group. For example, Japanese kids have few online friends and rely more on mobile phones, which allow them more privacy. Meanwhile Chinese youths feel very close to their online peers, with the average Chinese youth possessing 37 online friends he or she has never met.
Globally, the average youth has 94 phone numbers in his mobile, 78 people on a messenger buddy list and 86 people in his social networking community.
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