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LATIN AMERICA YOUTH STUDY
MTV/Antenna Latin America Youth Study
A picture of youth at the end of the millennium: a study conducted in 1999
Markwald, La Madrid & Asociados took part in the Antenna consortium which, together with MTV, has conducted an exhaustive study on the youth's world, in Argentina, Chile and Mexico simultaneously.
Know the new millennium youth choices.
In each country 1,000 youngsters/young adults between 14 and 24 years old were interviewed. In Argentina the study is representative of young people living in Buenos Aires, Rosario, Córdoba and Mendoza.
80% of the interviews were conducted at home (probabilistic sample) and the other 20% in places where youngsters usually meet after school/university activities such as shopping centers, discos, etc. The decision to use a combined sample selection was due to a previous concern about getting reliable information on subjects considered very private, such as sex, drugs, and alcohol consumption.
Interviews were conducted face to face and a self-administered questionnaire was used for sensible issues subjects.
The sample was disproportionate in terms of each city’s weight, socioeconomic levels and age brackets so as to obtain a reasonable number of cases in each segment according to the needs of the clients that bought the information.
All socioeconomic levels were included, except for the very lowest one (5%).
Fieldwork was conducted in June-July, 1999.
The questionnaire included a broad number of issues, as detailed below:
Questionnaire issues:
Demographics
Age, sex, marital status, occupation, socioeconomic level.
Activities/ Lifestyle
Activities during leisure time: going to the movies, theatre, attending music shows, dancing, practicing sports, eating out, using the Internet, playing videogames, charity volunteering, helping at home, making household purchases, listening to music, reading, going on vacations, studying, attending sports events, meeting friends. Attitudes towards the use of spare time
Family:
Family size and type (number of brothers/sisters, family members)
Interest in leaving family’s home, estimated age this would happen
Attitudes towards family
Relationship with parents
Differences perceived between their generation and their parents’
Social aspect:
Membership of different organizations
Current issues they are concerned about
Attitudes towards several social issues (economic situation, violence, death penalty, sexual education, military service, ecology, AIDS prevention, etc.)
Degree of acceptance of different practices: homosexuality, plastic surgery, pre-marriage sex, prostitution, abortion, killing in self-defense, divorce, birth control, bribes, etc.)
Religion
Religion practiced
Frequency of attending religious services
Attitudes towards religion (personal relevance, belief in heaven and hell, religious organizations)
Politics
Political stance
Attitudes towards the political system, its mechanisms and players. Belief in the possibility of change.
Fashion
Identification of fashions in music, clothes and brands
Different ways of being "cool"
Leaders:
International leaders in global politics, community, sports, movie stars, music bands, rock singers.
Their surrounding world and the future
Most important person in his/her life
Ideal day
Plans for the immediate future
Expectations regarding their future
What is needed in order to progress in life
How they describe the current generation in relation to a series of attributes.
Consumption
Attitudes towards brands, products, need to be trend setters
What they wish to buy and cannot afford to pay
Access to financial products (savings account, check account, credit cards)
Attitudes towards saving
Who provides the money for their personal expenses
Monthly expenses regarding a variety of items (music, alcoholic beverages, pagers, books, mobile phones, comics, musical shows, discos/bars, fuel, movies, Internet, magazines, make-up/personal care products, newspapers, perfumes, candies, crackers, salted snacks, soft drinks, sports events, public transportation, videogames, video rental)
Frequency of purchase of different items (sport shoes, mobile phones, CD players/walkman music equipment, jeans, PC software, videogames, pagers)
Influence they have on the household purchases of several products/services (car, TV, VCR, PC, audio equipment, vacations, mobile phone, pager, food)
Media exposure
Television:
Number of TV sets in the household
Cable/satellite access (system and company)
Average daily time spent watching TV.
Type of programs preferred
Radio:
Average daily time spent listening to the radio
Favorite broadcast/station
Print:
Average daily time spent reading a magazine
Favorite magazine
Average daily time spent reading the newspaper
Internet:
Access to Internet. Place of access
Time spent on Internet
Activities conducted on Internet
Favorite Web page
Technology:
Ownership of PC, laptop, VCR, mobile phone, car, TV set for personal use, videogames, CD-Rom, color printers, black and white printers, DVD, CD equipment, radio, walkman, audio equipment, pager, mini-discs
Role of technology in the future
Music
Music genres that best describe their musical preferences
Sources used to get information on music news
Attitudes towards music
Sex
Sexual orientation
Behaviors related to sex: sexual activity, safe sex, contraceptive methods
Evaluation of when it is better to have sex
Attitudes towards sexual relations
HIV /AIDS: perception of risk, knowledge of people affected
Tobacco
Cigarette consumption
Number of cigarettes smoked and age when smoking habit started
Alcohol
Frequency of consumption of beer, wine, light alcoholic beverages, liquor,
Attitudes towards alcohol
Drugs
Consumption of drugs
Reasons for consumption
Perception of danger caused by different drugs
Belief in drug legalization.
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MÓNICA LA MADRID
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