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.
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.
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.
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
10:45
6
Total media exposure
4:29
4
2:31
1:29
2
1:13
:38
:25
Print
Movies
0
TV content
Music/audio
Computers
Video games
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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
Increase of 2:12
12
Increase of 1:04
10
8
10:45
8:33
7:29
6
4
2
0
1999
2004
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
2009
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
29%
Media
multitasking
10
8
7:38
6
4
2
0
Total media exposure
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
Total media use
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%
39%
Watching TV
Reading
27%
Playing video games
22%
0%
20%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
40%
60%
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%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
60%
80%
100%
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.
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
1:29
2
1:13
:38
:25
Print
Movies
0
TV content
Music/audio
Computers
Video games
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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
2
- :25
Live TV 3:05
Live TV 3:04
Live TV 2:39
1999
2004
2009
0
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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
1999
2004
2009
0
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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
DVDs :27
Time-shifted TV :14
DVDs :32
Time-shifted TV :22
DVDs :32
2
Live TV 3:05
Live TV 3:04
Live TV 2:39
1999
2004
2009
0
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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
DVDs :27
Time-shifted TV :14
DVDs :32
Online :24
Time-shifted TV :22
DVDs :32
2
Live TV 3:05
Live TV 3:04
Live TV 2:39
1999
2004
2009
0
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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
Time-shifted TV :14
DVDs :27
Time-shifted TV :14
DVDs :32
iPod :16
Online :24
Time-shifted TV :22
DVDs :32
2
Live TV 3:05
Live TV 3:04
Live TV 2:39
1999
2004
2009
0
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
CHART 8e
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
DVDs :27
Time-shifted TV :14
DVDs :32
Cell phone :15
iPod :16
Online :24
Time-shifted TV :22
DVDs :32
2
Live TV 3:05
Live TV 3:04
Live TV 2:39
1999
2004
2009
0
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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
2
Total TV Content
3:47
Total TV Content
3:51
Total TV Content
4:29
1999
2004
2009
0
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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
8%
Live TV
59%
DVD
12%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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
1:49
1:44
1999
2004
2:31
0
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
2009
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%
CD
12%
Radio
23%
iPod
29%
Computer
23%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
2009
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%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
60%
80%
100%
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%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
60%
80%
100%
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%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
60%
80%
100%
CHART 16
Computer Time, By Activity
Proportion of recreational computer time 8- to 18-year-olds
spend in various activities:
Other
websites
12%
Instant
messaging
13%
Email
6%
Graphics/photos 5%
Other 5%
Video
sites
16%
Social
networking
25%
Playing
games
19%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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
1:13
:49
:26
0
1999
2004
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
2009
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
:32
:38
:36
:17
0
Console player
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
Handheld player
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
:17
:16
:24
:18
:14
0
Cell phone
Handheld player
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
Console player
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
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
2009
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:
1999
HOURS
2
2004
2009
1
:21
:23
:25
:15
:14
:09
:07
:06
0
Books
Magazines
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
Newspapers
:03
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%
47%
Magazines
35%
42%
34%
Newspapers
23%
0%
20%
40%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
60%
80%
100%
CHART 23
Time with Media, By Platform and Age
Amount of time spent with each medium in a typical day:
8-10 yr-olds
HOURS
11-14 yr-olds
1:22
6
5:03
4
3:41
1:14
1:00
:24
2:22
1:46
2
1:25
1:08
:46
1:01
0
TV content
Music
Computers
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
Video games
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
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
15-18 yrs-old
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
Black
Hispanic
12
10
8:36
8
6
4
2
0
White
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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:
1999
HOURS
2009
14
12:59
13:00
Black
Hispanic
12
10
8
9:01
8:19
8:36
Hispanic
White
6:56
6
4
2
0
White
Black
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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.
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.
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%
Fair/poor
grades
51%
Good
grades
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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%
A little
of the time
22%
Most of
the time
31%
Some of
the time
25%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
Parents Matter
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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.
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.
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
28%
TV in their
bedroom
71%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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
36%
Computer
Video games
30%
TV
28%
Music 10%
0%
No, does not have rules
60%
5%
66%
5%
68%
4%
85%
5%
20%
40%
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
60%
80%
100%
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
+ 1:35
4
3:17
2:20
2
1:42
0
Little/none
Some of the time
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
Most of the time
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
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
TV in the bedroom
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
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
No media rules