Kaiser Family Foundation – Youth Mobile Report

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A study released January 20, 2010 by the Kaiser Family Foundation brings to light some incredible advances in technology usage among youths. They found: “8-18 year-olds devote an average of 7 hours and 38 minutes (7:38) to using entertainment media across a typical day (more than 53 hours a week). And because they spend so much of that time ‘media multitasking’ (using more than one medium at a time), they actually manage to pack a total of 10 hours and 45 minutes (10:45) worth of media content into those 7½ hours.” Pretty amazing of course if you have teenagers this might be no surprise.

Mobile media driving increased consumption. The increase in media use is driven in large part by ready access to mobile devices like cell phones and iPods. Over the past five years, there has been a huge increase in ownership among 8- to 18-year-olds: from 39% to 66% for cell phones, and from 18% to 76% for iPods and other MP3 players. During this period, cell phones and iPods have become true multi-media devices: in fact, young people now spend more time listening to music, playing games, and watching TV on their cell phones (a total of :49 daily) than they spend talking on them (:33).” TV usage is moving from the TV to mobile viewing now.

So what does this mean to your business?
1. You should be advertising and building your brand Social Media Networks.
2. You should be looking into mobile applications for your company. The connection to consumers is changing rapidly with Mobile usage. Everything is becoming more portable and mobile.
3 Consumer Expectations will change: Being on the internet WONT be enough in the future, you’ll need to be on people phone and on app driven social programs like Boxee. Gary Vaynerchuk did a great post about how consumers expectations change and this data indicates as a business you need to ramp up NOW.
4. What are the long term health ramifications of people using more small devices like, carpal tunnel, vision etc?
5. What are the long term behavior and psychological ramifications of people using these devices? The Report found that heavy users of Mobile Media had lower grades.


*Read more on the Report at Kaiser Family Foundation

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