Survey of affluent Asian youth.

A July 5, 2005 dispatch datelined Singapore and posted on the Channel News Asia Website provided a description of a recent study of the Asian youth market focusing on its upper income segment. The story called the 7,000 plus respondents interviewed "a materialistic bunch" who nonetheless displayed occasional flashes of idealism.

For example, the Channel News Asia story pointed out that approximately half of these affluent young people were serious about school. However, they mainly saw school as a way to become rich and successful. Some 18 percent of respondents said that "world peace" was the one thing they would change. And 16 percent described themselves as activists who would work to alleviate drug problems and corruption.

Singapore youth were especially concerned about having the credentials to succeed in that market.

Other markets surveyed were Hong Kong, India, Indonesia, Malaysia, the Philippines, Taiwan, and Thailand.

One of the qualifiers for the study was that a respondent be connected to the Internet. As a result, one of the key findings was that the mind-set of respondents reflected familiar computer user traits. Information about the study posted on the Website of the firm that conducted it (Synovate, a large, global survey firm) characterized respondents as "multi-tasking, interactive, digital driven consumer[s]."

Another fascinating finding was that typically affluent Asian youth under the age of 15 aspired to be doctors. But after the age of 15 they wanted to be business owners.

These affluent young people exercise considerable influence in family purchase decisions. Specifically, approximately 80 percent of respondents said they helped determine what the family buys in the soft drinks and snack categories. An estimated 75 percent said they influenced the family's fast food choices. And 60 percent said that when the family watched television together, they were able to impact channel selection.

Surprisingly, 45 percent of respondents told researchers that in the past 30 days they had watched a documentary on television; 41 percent said they watched a music channel; 41 percent said they watched a movie; 39 percent watched a children's program, and 28 percent watched sports.

In order of amount spent, those affluent young people who worked full time spent their money on electronics and games, entertainment, clothing, shoes and accessories, and fast food.

For those who did not work full time, money spent on a monthly basis went for clothing, skincare and cosmetics, shoes and accessories, entertainment, and electronics.

Across the region, personal ownership of products included mostly electronic items. Mobile phones were the number one item with 62 percent of respondents claiming to have one.

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