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Eating, Thinking and Staying Active with New Media 6.02.09 Mary Madden Pew Internet & American Life Project Presented to: NICHD Media-Smart Youth Meeting

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Who we are…

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Where we live…

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Watching the online audience grow <ul><li>74% of adults in the U.S. use the internet </li></ul><ul><ul><li> up from 46% in 2000 </li></ul></ul><ul><li>93% of teens ages 12-17 use the internet </li></ul><ul><ul><li> up from 73% in 2000 </li></ul></ul><ul><ul><li>87% of parents of teens go online </li></ul></ul>

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Then and Now… 2000 5% with broadband at home 50% owned a cell phone =slow and stationary connections 2008 58% with broadband at home 82% own a cell phone =fast and mobile connections

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Mobile access to the “cloud” 69% of online Americans have used “cloud computing” applications whose functionality is located on the web.

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Youth of Today: Already Media-Smart?

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Online activity pyramid: by generation The vast majority of online adults from all generations uses email and search engines. While there are always exceptions, older generations typically do not engage with the internet past e-commerce. The majority of teens and Gen Y use SNS, but fewer maintain blogs. Less than a fifth of online adults older than Gen X use SNS. Generations Online in 2009 Basic online entertainment (online videos, playing games) E-commerce (online shopping, banking, and travel reservations) Research and information gathering (product research, news, health and religious information searches) Email and search Active engagement with social media (visit SNS, create SNS profile, create blogs) More advanced online entertainment (download videos, music and podcasts) More advanced communication and passive social media use (instant messaging, visit SNS, read blogs)

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Profiles: Switchboards for social life

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Lesson #1: Get Creative <ul><ul><li>Teens have embraced Web 2.0—blogging, remixing and sharing their creations without fear. </li></ul></ul><ul><ul><li>Teens have the time to play around with these tools and get comfortable, and adults need this time, too. </li></ul></ul><ul><li>64% of online teens are content creators </li></ul>

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Lesson #2: Start Conversations <ul><li>Most teens receive feedback on the material they post, and most give feedback to others. </li></ul><ul><li>Social media tools offer the opportunity to solicit feedback and shape critical conversations. </li></ul>Teen content creators solicit feedback

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Lesson #3: Reinforce Relationships <ul><ul><li>Rather than replace offline relationships with online ones, social media tools work best when they augment relationships that have other dimensions. </li></ul></ul><ul><li>91% of social networking teens use the sites to stay in touch with offline friends </li></ul>

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Lesson #4: Cultivate Semi-public Spaces <ul><li>Teens curate social spaces where they feel comfortable sharing ideas and expressing themselves. </li></ul><ul><li>Semi-public spaces like social networking groups offer participants a forum to ask questions and share ideas. </li></ul>Teens are skilled navigators of the semi-public Web

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Eating with New Media

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Sites to inspire: Yelp http://www.yelp.com

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Thinking Critically with New Media

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Sites to inspire: Keeping Score http://www.keepingscore.org

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Staying Active with New Media

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Sites to inspire: Cycle Kids http://www.cyclekids.org

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Regroup and Rethink… <ul><li>Connect with teens using the tools they already know </li></ul><ul><li>Make your resources infinitely shareable </li></ul><ul><li>Create opportunities to collaborate </li></ul>

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Thank you! <ul><li>Mary Madden </li></ul><ul><li>Senior Research Specialist </li></ul><ul><li>Pew Internet & American Life Project </li></ul><ul><li>1615 L Street NW </li></ul><ul><li>Suite 700 </li></ul><ul><li>Washington, DC 20036 </li></ul><ul><li>[email_address] </li></ul><ul><li>202-419-4500 </li></ul>