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November 15, 2012

Viacom's New Worldwide Study Examines Younger Generation

By Brittany Walters-Bearden, TMCnet Contributor

The world is changing at a rapid pace, leading some to question what kind of an impact the changes are having on the younger generation. Media goliath Viacom (News - Alert), along with their Viacom International Media Networks (VIMN) division, has completed an intense and enlightening new study called, “The Next Normal: An Unprecedented Look at Millennials Worldwide.” This new study focuses on younger people from the ages of nine to 30.

The new study has been conducted in 24 countries: Argentina, Australia, Brazil, Canada, China, Egypt, France, Germany, Greece, India, Italy, Japan, Mexico, Netherlands, Poland, Russia, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Turkey, United Kingdom and United States. The study delves into the group’s attitudes, values, aspirations and unique perspectives of the world, as seen by their age groups. 


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With 15,000 people surveyed, they are the largest group ever surveyed. The majority of the group feels as though the economy warrants the most concern and 68 percent say that they have been personally affected.   People from Spain, Greece, and Italy say they have felt the most impact from the economic crunch.

"'The Next Normal' is the broadest single study of the Millennial generation to date," said Colleen Fahey Rush, who is the executive vice president and chief research officer of Viacom Media Networks.  She explained that the findings are significant, saying, "It is a truly detailed understanding of this complex generation from all corners of the world, and is without a doubt the definitive guide to this demographics’ evolution.” She went on to explain that these insights will “help inform our content and further strengthen our connections with millennial audiences around the globe.”

People around the world appear to be happy, in spite of the global economy, with 76 percent saying they are very happy. People in Latin American countries, such as Mexico and Argentina, appear to be the happiest demographic. The greatest source of happiness appears to come from spending time with family as the problems people are facing today are bringing families closer together.

The group has also stated that one of their greatest fears is job security. This global concern exceeds the most common worry of the world hunger situation. Many of the younger working segments feel that the jobs available today have no chance of advancement and also worry that the unemployment scare will get worse before it gets better. Over three quarters of the group said they would rather have a minimum wage job, rather than have to face the issues that would arise from being unemployed.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO Miami 2013, Jan 29- Feb. 1 in Miami, Florida.  Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.




Edited by Brooke Neuman
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