A recent MTV study of 18,000 youth from 16 countries offers key insights into how the U.S. Millennial generation (born after 1981) and their peers elsewhere use technology. The results reveal surprising national differences in media behavior and attitudes even across bordering countries. These findings challenge how employers use communication technology to recruit and engage young people around the world.
- In Asia, Chinese youth have the lowest mobile phone usage of any nation surveyed, but rely heavily on the Internet to develop online social networks, communicate virtually and share content.
- Neighboring Japanese youth socialize away from the home and depend on mobile phones, not computers, to stay in touch with peers.
- In Europe, young Germans use the web the least of all countries studied, with only 25% saying they love the Internet.
- Next door, young Dutch are 3 times more likely than their German counterparts to view the Internet favorably.
- In the Americas, Brazilian youth claim the most online friends in the world (46 compared with the global average of 20).
- Video games play a substantial role with U.S. teens, one third of who say they can't live without their game consoles.