Facts and Features

Young people spend an average of 2.5 hours a day online, finds Synovate

A new global survey, conducted by Synovate in conjunction with Microsoft, reveals the extent of young adults' daily online activities, and their implications for brands. The survey, entitled ‘Young Adults Revealed’, found that 94% of 18-24 year olds read emails every day. Over three quarters keep up to date on news and current affairs, with the same amount chatting on an instant messaging service. Almost three quarters of respondents had watched video clips online and are most likely to pass on clips featuring comedy, music or their friends.

Spending 2.5 hours of their daily leisure time online on average, young people claim that they are now not only regularly clicking on banner or online adverts (47%) or accessing brand and product information via portals (18%), but they are also interacting in a more engaged way - almost a quarter of them (24%) have actively uploaded advertising or marketing clips to social networking or video sites in the last month.

Almost one in 10 respondents had already passed on viral advertising and marketing clips. And when asked about their online brand engagement in the last month, almost a third (28%) had talked about a brand on a discussion forum; almost a quarter (23%) had added brand-related content to their instant messenger service and almost one in five (19%) had added branded content to their homepage or social networking site.

Mobile internet access is also proving popular with over a third of respondents using their handset to browse on the move. The most frequent online activities from a mobile include listening to the radio, downloading games and visiting social networking sites.

‘Young Adults Revealed’ surveyed 12,603 18-24 year olds from 26 countries around the world.