Why teens are completely changing the course of the media industry

In January, the Kaiser Family Foundation released a study on young people’s media use entitled Generation M2: Media in the Lives of 8- to 18-Year-Olds. I came across the study thanks to a post by Chas Edwards at Digg who called out some really interesting stats such as:

  • Young people are spending more time per day consuming media on a cell phone (49 minutes) than talking on a cell phone (33 minutes)
  • Young people are “watching 38 more minutes per day of TV content in 2009 versus 2004, but 25 minutes less (per day) of it is live on an actual TV.”

In addition to these two stats, a few other things really jumped out to me including:

  • Over the past decade, the total amount of media an 8-to-18 year-old consumes in a day has jumped 3 hours and 15 minutes to over 10 hours and 45 minutes a day.
  • 3 out of 4 young people own an iPod/MP3 Player and 2 out of 3 own a cell phone
  • More TV Content is consumed by DVD (12%), Mobile (12%) and Online (9%) than by DVR (8%).  All totaled, only 59% of TV Content is consumed live.
  • Time spent playing video games is up 50% in the past 5 years to 1 hour and 13 minutes per day.
  • 7 out of 10 young people have a TV in their bedroom.

I point these stats out because in 10 years, today’s young people will be tomorrow’s general market.    These are amazing shifts in the media landscape and something brands need to pay attention to today…whether or not you currently target younger consumers.

If you want to read the whole presentation, you can download the PDF here.

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