The youth broadcaster’s new research study ‘F*ck Boring, Ignite Passion’ said that two-thirds of young people claimed to be bored on a weekly basis and nearly one-quarter on a daily basis.
Of those surveyed, 40% said that “mindlessly browsing the internet” was one of the most boring activities they undertook, more so than school (39%) and work (33%).
“The results surprised us – given this generation’s access to technology and a seemingly limitless range of content, we thought boredom might barely exist for youth,” said Kerry Taylor, who was appointed as the first chief marketing officer for Viacom International Media Networks (VIMN) UK – MTV’s parent company – in March.
“Understanding our audience is critical to our business, and insights like these reinforce the importance of cross-platform initiatives that unleash our audience’s creativity and inspire them by tapping into what they’re passionate about.”
The MTV study surveyed more than 15,000 people aged 12 to 24 across 26 countries – including the UK, Germany, Denmark, Spain, France, Poland, Russia, Sweden, Argentina, Colombia, Malaysia, Indonesia and China.