MTV today launched Young Adult Europe Monitor; a study of 3,000 16 to 34 year olds. The research covers personal, lifestyle, social and economic issues. Key findings were that:
Young adults spend 7 hours a day watching television, listening to radio and playing their own music. 38% read a national paper every day.
83% think it is important to be comfortable with new technology
European Youth are brand loyal; 68% stick with a brand or product when they find one they like.
Key findings specific to MTV were:
MTV is viewed widely outside the home, particularly at friend’s houses.
MTV is seen as a key reference source for style and music for the viewers.
45% of MTV viewing respondents said that television ads were most likely to get them to buy a new product.
Contact:Julia Rulf, Head of Research:
071 284 7777
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