Games irrelevant to Japan youth: study
by David Blecken Media Asia 07-Aug-08, 04:51
ASIA-PACIFIC - The Olympics may be a big deal in China, but not everybody in Asia is that interested.
Regional research by MindShare’s consulting division mConsult has found the Games are a turn-off for Japanese youth in particular.
The online survey, which canvassed 3,000 respondents, aged 15 to 35, in 11 markets, found 33 per cent of young Japanese had no plans to watch any events live. And 20 per cent intend to watch coverage of the opening ceremony, compared with 84 per cent in Vietnam.
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MindShare’s regional managing partner, Deepika Nikhilender, said the drop in interest had been pronounced since 2004.
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