Abstract:

Youth-focused research studies of the past have been less than comprehensive in their coverage of the Asia Pacific region. It has been left to marketers and advertisers to decide whether the findings of North American or European studies can be applied to Asia, or whether research conducted in key Asian markets can be representative of the region as a whole. Against this background the authors reveal key findings from ‘New GenerAsians ™ ’, an extensive study of the opinions, lifestyles and behaviour of children living in the Asia Pacific region.