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…

 
 
Ask Millennials some questions.
Log in to get started...

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: “I like shopping at Staples because they have good prices on supplies I need for school [and] electronics or other devices I may need.” –Female, 17, ID

For urban Millennials, getting married doesn’t necessarily mean saying goodbye to roommates. Members of the generation continue to mature into adulthood in an untraditional way, and with rent increasing dramatically, some are choosing living as husband and wife and roomie over a moving to smaller place, or having a longer commute. This acceptance of communal living could be a reflection of the rise of the sharing economy, as it becomes the norm to share everything from rides to the kitchen. (New York Times)

Although most of today’s 18-24-year-olds were still in high school or college during the Great Recession, it’s still affecting their career choices today. A survey from Way to Work found that 70% would prefer a stable job over a job they were passionate about but offered little security, and one third said finding that secure job was their top concern. 34% of Millennials named financial stability as their greatest aspiration. (Forbes)

According to some teens, “MTV is dying.” Hoping to reverse that sentiment, MTV will be introducing eight new series, and has 85 more in development, that are meant to reflect Millennials’ “unbridled optimism.” Upcoming series include a reality show about YouTube star Todrick Hall and a scripted comedy around Vine star Logan Paul—MTV likely has their fingers crossed these social media stars will bring their fans to the network. (Adweek)

YouTube channel AwesomenessTV has successfully hooked hundreds of thousands of young viewers, and now they’re setting their sights on a new audience: Millennial moms. Their new network Awestruck will premiere later this year, offering a wide range of female-centric series, from comedy to drama to talk shows featuring both online stars and Hollywood celebrities. The network hopes that young moms will turn to them as they consume more online video content. (StreamDaily)

What does it take to become “Insta-famous?” Sometimes it just takes being photographed in the right place at the right time. Sixteen-year-old Charlotte D’Alessio amassed tens of thousands of followers in just a few days when a photo of her and her best friend, model Josie Canseco, went viral at Coachella. From there Canseco and D’Alessio appeared on celebrities’ feeds, the Coachella account, and new fans’ Tumblr posts. The girls’ viral status speaks to how quickly notoriety can amass for young consumers in the age or micro-fame. (BuzzFeed)

Want to know Millennials' favorite fast food chain? How often they're dining out? What they order? Our most recent topline and date on 13-32-year-olds gave Gold subscribers the inside scoop on all their food and dining preferences. We deliver in-depth tables and a visual report to them every two weeks, covering another aspect of young consumers' behaviors, beliefs, and more. (Ypulse)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies