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The study, conducted by TNS, measures how mobile media users in the UK, France, Spain and Poland are engaging with mobile content and the mobile internet.
It also identifies how, when, why and where European mobile media users access content, information and entertainment, giving brands exclusive intelligence from Orange across a range of sectors to help them better engage with their audiences.
For more information visit: http://exposure2010.orangeadvertisingnetwork.co.uk/
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* Role for brands and challenge for advertising
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Generation M2: Media in the Lives of 8- to 18-Year-Olds
1.
2. Methodology
Fieldwork: Harris Interactive
Dana Markow, Robyn Bell
Analysis: Kaiser Family Foundation Staff
Liz Hamel, Sarah Cho
Mollyann Brodie
Ulla Foehr
Donald Roberts
Melissa Saphir
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
3. Methodology
• 3rd in a series of studies
• 1999, 2004, 2009
• Separate sample of respondents
• October 2008 – May 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
4. Methodology
• 2,002 respondents
• Ages 8-18
• Written questionnaire in the classroom
• Media use diaries: 702 participants
• Recreational media use only
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
5. CHART 1
Media Use, By Platform
Among all 8- to 18-year-olds, amount of time spent with each
medium in a typical day:
HOURS
6 10:45
4:29 Total media exposure
4
2:31
2 1:29
1:13
:38 :25
0
TV content Music/audio Computers Video games Print Movies
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
6. CHART 2
Media Exposure, Over Time
Among all 8- to 18-year-olds, total amount of media exposure in
a typical day, over time:
HOURS
12 Increase of 2:12
10:45
10 Increase of 1:04
8:33
8
7:29
6
4
2
0
1999 2004 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
7. CHART 3
Total Media Exposure and Use
Among all 8- to 18-year-olds, total amount of media exposure,
multitasking and media use in a typical day, over time:
HOURS
12
10:45
10 29%
Media
8 multitasking 7:38
6
4
2
0
Total media exposure Total media use
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
8. CHART 4
Media Multitasking, By Genre
Among 7th to 12th graders, percent who multitask “most of the
time” they are using each medium:
Listening to music 43%
Using a computer 40%
Watching TV 39%
Reading 27%
Playing video games 22%
0% 20% 40% 60%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
9. CHART 5
Mobile Media, Over Time
Among all 8- to 18-year-olds, percent who own each item:
2004 2009
18%
iPod/MP3 player
76%
39%
Cell phone
66%
12%
Laptop
29%
0% 20% 40% 60% 80% 100%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
10. CHART 6
Mobile Media Activities
Among all 8- to 18-year-olds, time spent in cell phone activities in
a typical day:
HOURS
1
:49
:17 Music
:33
:17 Games
:15 TV
0
Talking on a cell phone Consuming media on a cell phone
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
11. CHART 7
Media Use, By Platform
Among all 8- to 18-year-olds, amount of time spent with each
medium in a typical day:
HOURS
6
4:29
4
2:31
2 1:29
1:13
:38 :25
0
TV content Music/audio Computers Video games Print Movies
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
12. CHART 8
TV Content, Over Time
Among all 8- to 18-year-olds, amount of time spent with TV
content, over time:
HOURS
6
4
- :25
2 Live TV 3:05 Live TV 3:04 Live TV 2:39
0
1999 2004 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
13. CHART 8a
TV Content, Over Time
Among all 8- to 18-year-olds, amount of time spent with TV
content, over time:
HOURS
6
4
DVDs :27 DVDs :32
DVDs :32
2 Live TV 3:05 Live TV 3:04 Live TV 2:39
0
1999 2004 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
14. CHART 8b
TV Content, Over Time
Among all 8- to 18-year-olds, amount of time spent with TV
content, over time:
HOURS
6
4
Time-shifted TV :14 Time-shifted TV :14
DVDs :27 DVDs :32 Time-shifted TV :22
DVDs :32
2 Live TV 3:05 Live TV 3:04 Live TV 2:39
0
1999 2004 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
15. CHART 8c
TV Content, Over Time
Among all 8- to 18-year-olds, amount of time spent with TV
content, over time:
HOURS
6
4
Time-shifted TV :14 Time-shifted TV :14 Online :24
DVDs :27 DVDs :32 Time-shifted TV :22
DVDs :32
2 Live TV 3:05 Live TV 3:04 Live TV 2:39
0
1999 2004 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
16. CHART 8d
TV Content, Over Time
Among all 8- to 18-year-olds, amount of time spent with TV
content, over time:
HOURS
6
4 iPod :16
Time-shifted TV :14 Time-shifted TV :14 Online :24
DVDs :27 DVDs :32 Time-shifted TV :22
DVDs :32
2 Live TV 3:05 Live TV 3:04 Live TV 2:39
0
1999 2004 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
17. CHART 8e
TV Content, Over Time
Among all 8- to 18-year-olds, amount of time spent with TV
content, over time:
HOURS
6
Cell phone :15
4 iPod :16
Time-shifted TV :14 Time-shifted TV :14 Online :24
DVDs :27 DVDs :32 Time-shifted TV :22
DVDs :32
2 Live TV 3:05 Live TV 3:04 Live TV 2:39
0
1999 2004 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
18. CHART 8f
TV Content, Over Time
Among all 8- to 18-year-olds, amount of time spent with TV
content, over time:
HOURS
6
+ :38
4
Total TV Content Total TV Content Total TV Content
2
3:47 3:51 4:29
0
1999 2004 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
19. CHART 9
TV Viewing, by Platform, 2009
Among all 8- to 18-year-olds, proportion of TV content consumed
in a typical day via:
Online
9%
Mobile
12%
On Demand/DVR Live TV
8% 59%
DVD
12%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
20. CHART 10
Listening 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:
HOURS
4
+ :47
2:31
2 1:49 1:44
0
1999 2004 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
21. CHART 11
Listening to Music, By Platform
Among all 8- to 18-year-olds, proportion of time spent listening to
music on:
Cell
Phone
12% iPod
CD 29%
12%
Radio
23% Computer
23%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
22. CHART 12
Computer Use, Over Time
Among all 8- to 18-year-olds, average amount of time spent using
a computer in a typical day, over time:
HOURS
2
+ :27
1:29
1:02
1
:27
0
1999 2004 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
23. CHART 13
Home Internet Access, Over Time
Among all 8- to 18-year-olds, percent with Internet access at
home, over time:
1999 47%
2004 74%
2009 84%
0% 20% 40% 60% 80% 100%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
24. CHART 14
High-Speed Access, Over Time
Among all 8- to 18-year-olds, percent with high-speed Internet
access at home, over time:
1999 n/a
2004 31%
2009 59%
0% 20% 40% 60% 80% 100%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
25. CHART 15
Internet in the Bedroom, Over Time
Among all 8- to 18-year-olds, percent with Internet access in their
bedroom, over time:
1999 10%
2004 20%
2009 33%
0% 20% 40% 60% 80% 100%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
26. CHART 16
Computer Time, By Activity
Proportion of recreational computer time 8- to 18-year-olds
spend in various activities:
Other
websites
Social
12%
networking
Instant
25%
messaging
13%
Email
6% Playing
games
Video 19%
Graphics/photos 5%
sites
16%
Other 5%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
27. CHART 17
Video 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:
HOURS
2
+ :24
1:13
1
:49
:26
0
1999 2004 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
28. CHART 18
Video Game Use, By Platform, Over Time
Video game use among 8- to 18-year-olds in a typical day, over
time:
2004 2009
HOURS
2
1
:36 :38
:32
:17
0
Console player Handheld player
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
29. CHART 19
Video Game Use, By Platform, By Gender
Video game use among 8- to 18-year-olds in a typical day, by
gender:
Boy Girl
HOURS
2
:56
1
:24 :18
:17 :16
:14
0
Cell phone Handheld player Console player
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
30. CHART 20
Reading, Over Time
Among all 8- to 18-year-olds, average amount of time spent using
print media in a typical day, over time:
HOURS
2
1 :43 :43 - :05
:38
0
1999 2004 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
31. CHART 21
Reading, 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:
HOURS
1999 2004 2009
2
1
:21 :23 :25
:15 :14 :09
:07 :06 :03
0
Books Magazines Newspapers
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
32. CHART 22
Reading
In a typical day, percent of all 8- to 18-year-olds who spend time
reading:
1999 2004 2009
46%
Books 46%
47%
55%
Magazines 47%
35%
42%
Newspapers 34%
23%
0% 20% 40% 60% 80% 100%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
33. CHART 23
Time with Media, By Platform and Age
Amount of time spent with each medium in a typical day:
8-10 yr-olds 11-14 yr-olds
HOURS
1:22
6
5:03
4 3:41
1:14
1:00
2:22 :24
2
1:46
1:25
1:08 1:01
:46
0
TV content Music Computers Video games
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
34. CHART 24
Total Media Exposure, By Age
Total amount of media exposure in a typical day, by age:
HOURS
14
11:53
11:23
12
10
7:51
8
6
4
2
0
8-10 yrs-old 11-14 yrs-old 15-18 yrs-old
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
35. CHART 25
Total Media Exposure, By Race/Ethnicity
Among all 8- to 18-year-olds, total amount of media exposure in a
typical day, by race/ethnicity:
HOURS
14 12:59 13:00
12
10
8:36
8
6
4
2
0
White Black Hispanic
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
36. CHART 26
Total 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:
HOURS
1999 2009
14
12:59 13:00
12
10
9:01 8:36
8:19
8
6:56
6
4
2
0
White Black Hispanic White Black Hispanic
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
37. CHART 27
Media Use and Grades
Percent of light, moderate, and heavy media users who get
mostly good vs. mostly fair/poor grades:
Light media users
23%
Fair/poor
grades
66%
Good
grades
10%
School doesn’t
use grades
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
38. CHART 27a
Media Use and Grades
Percent of light, moderate, and heavy media users who get
mostly good vs. mostly fair/poor grades:
Moderate media users
31%
Fair/poor
grades
65%
Good
grades
3%
School doesn’t
use grades
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
39. CHART 27b
Media Use and Grades
Percent of light, moderate, and heavy media users who get
mostly good vs. mostly fair/poor grades:
Heavy media users
47% 51%
Fair/poor Good
grades grades
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
40. CHART 28
Multitasking with Homework
Among all 8- to 18-year-olds, proportion who say they use a
computer, watch TV, play video games, text message, or listen to
music while doing their homework:
Never
19% Most of
the time
31%
A little
of the time
22%
Some of
the time
25%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
42. CHART 29
Household Media Environment
Among all 8- to 18-year-olds, proportion who say:
TV is usually on
TV is not usually during meals
on during meals 64%
34%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
43. CHART 30
Household Media Environment
Among all 8- to 18-year-olds, proportion who say the TV is left on
even if no one watching:
Never 4%
A little
of the time
15% Most of
the time
45%
Some of
the time
34%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
44. CHART 31
Media in the Bedroom
Among all 8- to 18-year-olds, proportion who say they have a TV
in their bedroom:
No TV
in their
bedroom TV in their
28% bedroom
71%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
45. CHART 32
Media Rules
Among all 8- to 18-year-olds, percent who say they have rules
about the amount of time they can spend with each medium:
Yes, has rules N/A No, does not have rules
Computer 36% 5% 60%
Video games 30% 5% 66%
TV 28% 4% 68%
Music 10% 5% 85%
0% 20% 40% 60% 80% 100%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
46. CHART 33
TV in the Home
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:
HOURS
4 + 1:35
3:17
2:20
2
1:42
0
Little/none Some of the time Most of the time
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
47. CHART 34
Bedroom 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:
HOURS
4
+ 1:04
2:58
2 1:54
0
No TV in the bedroom TV in the bedroom
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
48. CHART 35
Media Rules and Time Spent With Media
Amount of total recreational media exposure in a typical day, by
children who say they have:
+ 2:52
HOURS
14
12:43
12
10
9:51
8
6
4
2
0
Some media rules No media rules
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.