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

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.
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

0
1999 2004 2009

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

0
Total media exposure Total media use

Source: Kaiser Family Foundation, Generation M2: Media in the Lives of 8- to 18-Year-Olds, 2010.
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.
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.
CHART 6

Mobile Media Activities

Among all 8- to 18-year-olds, time spent in cell phone activities in
a typical day:
HOURS

: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

4:29

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.
CHART 8

TV Content, Over Time

Among all 8- to 18-year-olds, amount of time spent with TV
content, over time:
HOURS

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.
CHART 8a

TV Content, Over Time

Among all 8- to 18-year-olds, amount of time spent with TV
content, over time:
HOURS

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.
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

1999 2004 2009

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

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.
CHART 8d

TV Content, Over Time

Among all 8- to 18-year-olds, amount of time spent with TV
content, over time:
HOURS

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.
CHART 8e

TV Content, Over Time

Among all 8- to 18-year-olds, amount of time spent with TV
content, over time:
HOURS

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.
CHART 8f

TV Content, Over Time

Among all 8- to 18-year-olds, amount of time spent with TV
content, over time:
HOURS

+ :38

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.
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.
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

+ :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.
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.
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

+ :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.
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.
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.
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.
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.
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

+ :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.
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

: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.
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

: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.
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

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.
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

: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.
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.
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.
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

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.
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

White Black Hispanic

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:
HOURS
1999 2009
14
12:59 13:00
12

10
9:01 8:36
8:19
8
6:56

White Black Hispanic White Black Hispanic

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% 51%
Fair/poor Good
grades 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% 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.
 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 TV in their
28% 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 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.
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.
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.
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

0
Some media rules No media rules

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