Young Asians spend more than nine and a half hours per day consuming some form of media, particularly listening to music and surfing the internet, research firm Synovate said.
Research from 12 markets across Asia has shown that one quarter of Asian youth felt they couldn\'t live without the internet, with 35% using the internet more than they did a year ago.
Synovate said Korea housed Asia\'s biggest media junkies, with its youth spending on average 13.7 hours per day consuming media. Hong Kong\'s youth spends a second-place 12.7 hours a day, while Singapore\'s youth spends 12.6 hours per day.
"Asia\'s young people have certainly embraced multi-tasking. Kids are watching the TV, but also talking on the phone. Or they may be sending email, texting on their mobile phone and playing an online game all at the same time,\' said Synovate Hong Kong research director Susanna Lam.
The definition of media included time spent on the internet, watching TV and video content at home, reading newspapers and magazines and listening to the radio.
Young people also felt they had substantial influence over household purchasing decisions about goods and services - such as household goods, mobile phones and video games - with 84% saying they had the biggest say
The researchers surveyed eight to 24-year-olds from China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand and Vietnam.
The research was sponsored by Microsoft Advertising, MTV, and Yahoo.