Generation M2: Media in the Lives of 8 to 18 Year Olds

Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.

Fieldwork:Fieldwork: Harris InteractiveDana Markow, Robyn Bell

Analysis:Analysis: Kaiser Family Foundation StaffLiz Hamel, Sarah ChoMollyann Brodie

Ulla FoehrDonald RobertsMelissa Saphir

MethodologyMethodology


• 3rd in a series of studies

• 1999, 2004, 2009

• Separate sample of respondents

• October 2008 – May 2009



• 2,002 respondents

• Ages 8-18

• Written questionnaire in the classroom

• Media use diaries: 702 participants

• Recreational media use only



0

2

4

6

4:29

2:31

1:29

:38 :25

TV content Music/audio Computers Print Movies

1:13

Video games

HOURS

CHART 1

Media Use, By PlatformMedia Use, By Platform

Among all 8- to 18-year-olds, amount of time spent with each medium in a typical day:

10:45

Total media exposureTotal media exposure


0

2

4

6

8

10

12

7:29

1999

8:33

2004

10:45

2009

Increase of 1:04

CHART 2

Media Exposure, Over TimeMedia Exposure, Over Time

Among all 8- to 18-year-olds, total amount of media exposure in a typical day, over time:

Increase of 2:12HOURS


Total media useTotal media useTotal media exposureTotal media exposure0

2

4

6

8

10

12

CHART 3

Total Media Exposure and UseTotal Media Exposure and Use

HOURS

29%Media multitasking

Among all 8- to 18-year-olds, total amount of media exposure, multitasking and media use in a typical day, over time:

10:45

Total media exposure

7:38

Total media use


0% 20% 40% 60%

Listening to music

Watching TV

Playing video games

43%

39%

22%

Using a computer

Reading

40%

27%

CHART 4

Media Multitasking, By GenreMedia Multitasking, By Genre

Among 7th to 12th graders, percent who multitask “most of the time” they are using each medium:


0% 20% 40% 60% 80% 100%

iPod/MP3 player76%

66%

29%

Cell phone

Laptop

18%

39%

12%

Among all 8- to 18-year-olds, percent who own each item:

Mobile Media, Over TimeMobile Media, Over TimeCHART 5

2004 2009


CHART 6

Mobile Media ActivitiesMobile Media Activities

Among all 8- to 18-year-olds, time spent in cell phone activities in a typical day:

0

1

:33

Talking on a cell phone

:49

Consuming media on a cell phone

:15 TV

:17 Games

:17 Music

HOURS

TalkingTalking on a cell phone Consuming mediaConsuming media on a cell phone


0

2

4

6

4:29

2:31

1:291:13

:38 :25

TV content Music/audio Computers Video games Print Movies

HOURS

CHART 7

Media Use, By PlatformMedia Use, By Platform

Among all 8- to 18-year-olds, amount of time spent with each medium in a typical day:


0

2

4

6

Total TV Content3:47



0

2

4

6

Live TV 3:05 Live TV 3:04 Live TV 2:39

DVDs :32

DVDs :32DVDs :27

Cell phone :15

Time-shifted TV :22Time-shifted TV :14Time-shifted TV :14

iPod :16

1999 2004 2009

CHART 8

TV Content, Over TimeTV Content, Over Time

Among all 8- to 18-year-olds, amount of time spent with TV content, over time:

Online :24

HOURS

- :25

+ :38


Among all 8- to 18-year-olds, proportion of TV content consumed in a typical day via:

Live TV59%

Online9%

On Demand/DVR 8%

DVD12%

Mobile12%

CHART 9

TV Viewing, by Platform, 2009TV Viewing, by Platform, 2009


0

2

4

1:49 1:44

2:31

HOURS

+ :47

CHART 10

Listening to Music, Over TimeListening to Music, Over Time

Among all 8- to 18-year-olds, average amount of time spent listening to music and other audio in a typical day, over time:

1999 2004 2009


Among all 8- to 18-year-olds, proportion of time spent listening to music on:

iPod29%

CellPhone12%

Radio23% Computer

23%

CD12%

CHART 11

Listening to Music, By PlatformListening to Music, By Platform


0

1

2

:27

1999

1:02

2004

1:29

2009

HOURS

+ :27

CHART 12

Computer Use, Over TimeComputer Use, Over Time

Among all 8- to 18-year-olds, average amount of time spent using a computer in a typical day, over time:


0% 20% 40% 60% 80% 100%

1999

2004

2009

47%

74%

84%

CHART 13

Home Internet Access, Over TimeHome Internet Access, Over Time

Among all 8- to 18-year-olds, percent with Internet access at home, over time:


0% 20% 40% 60% 80% 100%

1999

2004

2009

n/a

31%

59%

CHART 14

High-Speed Access, Over TimeHigh-Speed Access, Over Time

Among all 8- to 18-year-olds, percent with high-speed Internet access at home, over time:


0% 20% 40% 60% 80% 100%

1999

2004

2009

10%

20%

33%

CHART 15

Internet in the Bedroom, Over TimeInternet in the Bedroom, Over Time

Among all 8- to 18-year-olds, percent with Internet access in their bedroom, over time:


Proportion of recreational computer time 8- to 18-year-olds spend in various activities:

Socialnetworking

25%

Otherwebsites

12%Instant

messaging13%

Playinggames

19%Videosites16%

Email6%

Graphics/photos 5%

CHART 16

Computer Time, By ActivityComputer Time, By Activity

Other 5%


0

1

2

:26

1999

:49

2004

1:13

2009

HOURS

+ :24

CHART 17

Video Game Use, Over TimeVideo Game Use, Over Time

Among all 8- to 18-year-olds, average amount of time spent using video games in a typical day, over time:


0

1

2

Video game use among 8- to 18-year-olds in a typical day, over time:

:32

:17

:38:36

Console player Handheld player

CHART 18

Video Game Use, By Platform, Over TimeVideo Game Use, By Platform, Over Time

2004 2009

HOURS


0

1

2

Video game use among 8- to 18-year-olds in a typical day, by gender:

:17

:56

:14:16

Cell phone Console player

:24 :18

Handheld player

HOURS

CHART 19

Video Game Use, By Platform, By GenderVideo Game Use, By Platform, By Gender

Boy Girl


0

1

2

:43

1999

:43

2004

:38

2009

HOURS

- :05

CHART 20

Reading, Over TimeReading, Over Time

Among all 8- to 18-year-olds, average amount of time spent using print media in a typical day, over time:


0

1

2

:23

Books

:14

Magazines

:06

Newspapers

HOURS

:21 :25:15 :09

:07 :03

CHART 21

Reading, Over TimeReading, Over Time

Among all 8- to 18-year-olds, average amount of time spent using each type of print media in a typical day, over time:

2004 20091999


0% 20% 40% 60% 80% 100%

Books

47%

35%

23%

Magazines

Newspapers

46%

55%

42%

In a typical day, percent of all 8- to 18-year-olds who spend time reading:

ReadingReadingCHART 22

2004 20091999

46%

47%

34%


0

2

4

6

3:41

1:08:46

1:01

TV content Music Computers Video games

5:03

2:22

1:461:25

CHART 23

Time with Media, By Platform and AgeTime with Media, By Platform and Age

Amount of time spent with each medium in a typical day:

8-10 yr-olds 11-14 yr-olds1:22

1:14

1:00:24

HOURS


0

2

4

6

8

10

12

1411:53

7:51

11:23

11-14 yrs-old8-10 yrs-old 15-18 yrs-old

HOURS

CHART 24

Total Media Exposure, By AgeTotal Media Exposure, By Age

Total amount of media exposure in a typical day, by age:


0

2

4

6

8

10

12

14 12:59

8:36

13:00

BlackWhite Hispanic

HOURS

CHART 25

Total Media Exposure, By Race/EthnicityTotal Media Exposure, By Race/Ethnicity

Among all 8- to 18-year-olds, total amount of media exposure in a typical day, by race/ethnicity:


0

2

4

6

8

10

12

14

9:01

1999

CHART 26

Total Media Exposure, By Race/EthnicityTotal Media Exposure, By Race/Ethnicity

Among all 8- to 18-year-olds, total amount of media exposure in a typical day, by race/ethnicity over time:

12:59

2009

6:56

8:368:19

13:00

BlackWhite Hispanic BlackWhite Hispanic

HOURS


Light media users

66%Good

grades

23%Fair/poorgrades

10%School doesn’t

use grades

Heavy media users

47%Fair/poorgrades

51%Good

grades

3%School doesn’t

use grades

31%Fair/poorgrades

65%Good

grades

Moderate media users

Percent of light, moderate, and heavy media users who get mostly good vs. mostly fair/poor grades:

CHART 27

Media Use and GradesMedia Use and Grades


Among all 8- to 18-year-olds, proportion who say they use a computer, watch TV, play video games, text message, or listen tomusic while doing their homework:

A little of the time

22%

Most of the time

31%

Some of the time

25%

Never 19%

CHART 28

Multitasking with HomeworkMultitasking with Homework


Parents MatterParents Matter


Among all 8- to 18-year-olds, proportion who say:

CHART 29

Household Media EnvironmentHousehold Media Environment

TV is not usually on during meals

34%

TV is usually on during meals

64%


Among all 8- to 18-year-olds, proportion who say the TV is left on even if no one watching:

A little of the time

15% Most of the time

45%

Some of the time

34%

Never 4%

CHART 30

Household Media EnvironmentHousehold Media Environment


Among all 8- to 18-year-olds, proportion who say they have a TV in their bedroom:

No TV in their

bedroom28%

TV in their bedroom

71%

CHART 31

Media in the BedroomMedia in the Bedroom


0% 20% 40% 60% 80% 100%

Music

5%

10%

30%

68%

36%

28%

60%

66%

TV

Video games

Computer

Among all 8- to 18-year-olds, percent who say they have rules about the amount of time they can spend with each medium:

Media RulesMedia RulesCHART 32

Yes, has rules N/A No, does not have rules

85%

5%

4%

5%


0

2

4

Amount of time spent watching live TV in a typical day, by children who say the TV in their home is left on even when no one is watching:

3:17

Most of the time

1:42

Little/none Some of the time

2:20

CHART 33

TV in the HomeTV in the Home

+ 1:35HOURS


0

2

4

2:58

TV in the bedroom

1:54

No TV in the bedroom

HOURS

+ 1:04

CHART 34

Bedroom TV and Time Spent WatchingBedroom TV and Time Spent Watching

Amount of time spent watching live TV by children who have a TV in their bedroom vs. those who do not:


0

2

4

6

8

10

12

14

Amount of total recreational media exposure in a typical day, bychildren who say they have:

9:51

Some media rules

12:43

No media rules

+ 2:52

CHART 35

Media Rules and Time Spent With MediaMedia Rules and Time Spent With Media

HOURS

Education

Generation M2: Media in the Lives of 8 to 18 Year Olds