The study, "Born to Be Wired: Understanding the First Wired Generation," confirms other recent reports and widespread assumptions that there has been a profound shift in the way teens and young adults treat and engage with media.Anybody aware of a recent study like this for Germany or Europe ?
The 47 million people who make up the 13 to 24 age group spend an estimated $149 billion, 15% of which is spent online, and their influence on other people extends by as much as five times their spending, according to the findings.
During an average week, according to the report, 13- to 24-year-olds spend:
- 16.7 hours online (excluding email)
- 13.6 hours watching TV
- 12 hours listening to the radio
- 7.7 hours talking on the phone
- 6 hours reading books and magazines (personal, not scholastic)
Teens and young adults almost universally engage in other media-related activities while they're online: Some 68% listen to CDs or MP3s; 50% watch TV; 45% talk on the phone; 45% listen to the radio; 45% do homework; 21% read. Only 5% of those surveyed said they do nothing else while they're online.
Today's media fragmentation, a headache for marketers and a frustration for adults looking to simplify their media options, presents an energizing challenge rather than a problem for most teens and young adults. They thrive on the sheer variety of choices and enjoy managing, controlling and personalizing them.
That 13- to 24-year-olds, dubbed "Milliennials," are extremely comfortable with such media multitasking was the single most striking study finding for Sarah Fay, president of Carat Interactive. "We know they are juggling more media, making their attention spans shorter and more challenging to capture," she said.