Key Insights on Youth in Shanghai, Hong Kong and the U.S. Revealed in Comparison Study

Harris Interactive is the 13th largest and one of the fastest-growing market research firms in the world. The Harris Interactive youth & education research practice conducts research among young people, parents, educators, administrators and policy makers to better understand the lives of children, teens and college students.

"This new report sheds tremendous light onto the habits of today's youth. Distinct differences were found among youth from one metro city in China to the next. When these data were compared to our U.S. YouthPulse findings, it became increasingly evident that marketing to these groups requires a sophisticated understanding of the disparities among youth, prompting adjustments to campaigns in order to optimize brand acceptance and loyalty among target youth, on a global scale over time," stated Dana Markow, vice president of research for the youth & education practice at Harris Interactive.

Media and Technology Usage
The report suggests that youth in all three locations share many common interests. For example, nearly all Shanghai (94%) and Hong Kong (91%) 15-21 year olds say they spent time instant messaging yesterday, while only six in ten (59%) U.S. 15-21 year olds did the same. Nearly nine in ten (88%) Shanghai 15-21 year olds and two-thirds (66%) of Hong Kong youth the same age spent time text messaging yesterday, compared to only half (51%) of U.S. 15-21 year olds. Playing massively multi-player online games (MMO's) is more popular among Chinese than U.S. teens and young adults, with six in ten (64%) Shanghai and nearly half (46%) of Hong Kong 15-21 year olds spending time playing these games. Only two in ten (22%) U.S. teens and young adults the same age do the same.

Television also has some role in the lives of youth. Ultimately, we all know that television is a staple in the lives of American youth, but what is surprising is the amount of television that U.S. teens and young adults are watching compared to youth in Shanghai and Hong Kong.

"More than two-thirds (68%) of U.S. 15-21 year olds say they watched television yesterday, compared to 19 percent of Hong Kong teens and young adults, and only 15 percent of Shanghai youth. On the other hand, Shanghai and Hong Kong youth are more reliant on print media than U.S. youth. Eighty-one percent of Shanghai and 65 percent Hong Kong 15-21 year olds read a magazine, compared to only two in ten U.S. youth., And these findings begin to offer significant insight on how youth preferences can impact related media mix and placement strategies to most effectively reach and influence purchasing behaviors among these groups," stated Anthony Venus, Executive Director, Harris Interactive Asia.

Other United States / China YouthPulse Comparison Report Highlights
* Money is most important for U.S. teens and young adults when it comes to their professional futures like getting a good education (60%), choosing a job (48%), and feeling secure (46%). Shanghai and Hong Kong youth value money most for personal and social reasons like finding a spouse (46% Shanghai, 33% Hong Kong), making friends (32% Shanghai, 35% Hong Kong), and looking good (28% Shanghai, 37% Hong Kong);
* Becoming a millionaire tops the list of aspirational goals that 15-21 year olds in all three countries strive for, especially U.S. teens and young adults (56% U.S., 28% Shanghai, 39% Hong Kong). Other top aspirations for U.S. youth include curing a disease (45%), or starting a big company (33%). Shanghai youth also aspire to become a famous writer (24%), or to win a nobel prize (24%). Besides becoming a millionaire, Hong Kong youth hope to start a big company (36%), or become a famous musician/singer (32%);
* Not having enough