A Kaiser Family Foundation Study with Harris Interactive: Generation M2 - Media in the Lives of 8- to 18-Year-Olds (See the full study at http://www.kff.org)

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
+ :38
Cell phone :15
4 iPod :16
Time-shifted TV :14 Time-shifted TV :14 - :25 Online :24
DVDs :27 DVDs :32 Time-shifted TV :22
DVDs :32
Total TV Content Total TV Content Total TV Content
2 Live 3:47 3:05
TV Live 3:51 3:04
TV Live 4:29 2:39
TV
0
1999 2004 2009
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.

13. 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.

14. 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.

15. 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.

16. 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.

17. 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.

18. 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.

19. 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.

20. 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.

21. 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.

22. 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.

23. 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.

24. 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.

25. 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.

26. 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.

27. 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.

28. 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.

29. 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.

30. 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.

31. CHART 27
Media Use and Grades
Percent of light, moderate, and heavy media users who get
mostly good vs. mostly fair/poor grades:
Moderate media users
Heavymedia users
Light media users
23%
31%
Fair/poor
grades
47% 51%
65%
66%
Fair/poor Good
grades grades
10%
School doesn’t
use grades
3%
School doesn’t
use grades
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.

32. 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.

33. Parents Matter
Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.

34. 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.

35. 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.

36. 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.

37. 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.

38. 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.

39. 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.

40. 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.