Responding To Kaiser's Generation M2 Study

Lots of chatter today around the study, Generation M2: Media in the Lives of 8- to 18-Year-Olds, released by the Kaiser Family Foundation, and the finding that young people between the ages of eight and 18 devote just under eight hours a day to media consumption (which actually adds up to more like 11 hours of media content, if you take into account all the “media multitasking”). With hefty numbers like these and the rapid increase from the last time this study was conducted in 2004, it’s easy to spin negative a la USA Today and come up with provocative headlines like “Kids less happy as they’re more plugged into TV, music, Web?”

To the piece’s credit, it does use the question as a launching point for a slightly more nuanced discussion around (surprise) moderation and striking a balance between screens and real life, but with its overall cautionary tone, the repeated catch-all description of “media consumption” and “technology’  might as well be replaced with “junk food.” Overall it just struck me as a skewed way a looking at a much more multifaceted relationship between t(w)eens and media.

What’s missing is the flipside of this type of research. Both with the so-called “happiness/media” connection and its brush off of recent studies like Mediasnacker’s The Web Makes Me Feel and MTV Sticky’s Teen Age Clicks: Understanding Global Youth Culture, which cited music, TV and social networks as generating happiness and alleviating stress, and also with the far-reaching positive potential of new media.

MacArthur has also been funding lots of research about how all of this digital media is impacting learning whether formal or informal. Watching a show and then going to a fan forum and posting about it  or interacting with other viewers during the show online is much different than…

 
 

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The Newsfeed

“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

—Male, 32, KY

AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

“I kind of don't like the commercialization of fandom culture…However, creating licensed products is one way a brand could interact.”

—Male, 24, MO

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