09/29/2006 05:58:00 PM 
The study involved over 4,000 online interviews with internet users in Mexico, US, Australia, China, South Korea, France, India and UK.
Surprisingly, the US doesn't always dominate.
One of the biggest stories from the study is that the average global family squeezes 43 hours out of every day, by media multi-tasking
Some of the findings:
- Children influence 50% of all purchases worldwide and 67% in the US
- Globally the average family has 2 computers and 2.4 TVs
- 73% of South Korean families have an MP3 player, while only 38% of US families do
- The entire family making purchasing decisions is found in 66% of US families, but only 33% of Mexican
- 41% of Chinese families have started an online business or made money through the internet
- The global family is spending more time with the internet than with TV-3.6 hours vs. 2.5
The study makes a number of conclusions:
- Marketers need to understand how families make decisions and be aware that they make decisions together.
- Marketers need to find shared media moments and also learn how to reach individuals via mobile phones and MP3 players
- Families are also use technology like mobile phones and instant messaging to stay in touch and there are opportunities for markers to get involved here
- There's a recognition that you need to be "unplugged" once in a while and this can be a powerful opportunity for communication
While the study's conclusions suggest that marketers exploit the opportunities that new media technologies bring, it contradicts with one of the findings showing families, especially in the US, want to curb the invasion of advertising in certain environments.
- Only 39% of US families think its ok to find advertising on the web
- 13% on their MP3 player
- 11% on their cellphone
The big challenge is to exploit these new media opportunities in a manner that doesn't alienate the audience. That's a topic for a another report.
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