understanding the net generation: is it good for them to be so connected 24/7?

Understanding the Net Generation

Understanding the Net Generation:Is it good for them to be so connected

24/7?

UCLA DevelopmentalForum

November 3, 2008

Larry Rosen, Ph.DCSU Dominguez Hills


Baby Boomers (born 1946-1964)

Generation X (born 1965-1979)

Net Generation (born 1979 - 1999)

iGeneration (born 2000 – 2008)

We are in the Midst of Three and Perhaps Four Vastly Different

Generations


OVERVIEW OF TALK• Media use and free-time multitasking• Media use and multitasking under varying cognitive loads• English literacy and textisms• Is there an “iGeneration” of younger children born in the new millennium who are different yet again?• What is the impact of media on health on the iGeneration?


STUDY 1 OVERVIEW• Online Anonymous Survey - September 2007• Issues Addressed:

• Daily Technology Use• Multitasking Ease or Difficulty• Instant Messaging• Text Messaging• Cell Phone Use• Use of Textisms and English Literacy• Preferred Communication Modalities• Shyness and Honesty Online, Offline & Phone• Self Esteem and Depression


GROUPSAMPLE

SIZEMALES

FEMALESAsian Black White Latino/a

Net Generation(1980-1996)

11 to 29678 42% -- 58% 22% 17% 27% 35%

Generation X(1965-1979)

29 to 43 329 43% -- 57% 17% 22% 33% 28%

Baby Boomers(1946-1964)

44 to 62312 39% -- 61% 7% 21% 52% 21%

TOTAL SAMPLE 1,319 42%--58% 17% 19% 35% 30%

Sample Demographics


WHAT ARE THEY DOING WITH THEIR MEDIA?

Here are data from Study 1


TECHNOLOGYHOURS/DAY

NET GENERATION

GENERATION X

BABY BOOMERS

F-SCORE

Online 2:31 1:58 1:14 54.97***

On Computer 2:08 2:32 1:41 11.86***

E-Mail 1:26 1:37 1:14 4.93**

IM/Chat 1:45 0:36 0:14 90.67***

Telephone 2:02 1:47 1:38 4.81**

Texting 2:20 1:07 0:28 72.51***

Video Games 1:08 0:31 0:13 43.22***

Music 3:33 2:35 1:44 50.16***

Television 2:37 2:12 2:25 5.11**

TOTAL DAILY TECHNOLOGY

USE20:38 14:55 7:51 89.88***

HOURS OF DAILY TECHNOLOGY USE(only those who use each technology)


HOW IS THAT POSSIBLE?

Don’t these kids ever sleep?

Of course they do (although not

enough).The key is

MULTITASKING


Multitasking With Free TimeNumber of Tasks

Net Generation Generation X Baby Boomers


NOT ONLY DO THEY MULTITASK MORE THEY DO IT WITH DIFFERENT

TASKS


Multitasking With Free TimeTop 5 Activities for Each Generation

NET GENERATION GENERATION X BABY BOOMERS

Music (79%) Eating (78%) Eating (80%)

Online (75%) Music (72%) TV (67%)

Eating (74%) Online (68%) Music (64%)

Texting (60%) TV (62%) Telephone (52%)

E-Mail (60%) E-Mail (59%) Online (50%)


Has Multitasking Gone Too Far?


Why Do They Multitask so Much?

One explanation is the rapid pace of technological change


Years to Reach 50 Million Users

The Pace of Technology Change is Dizzying

What’s Next?


Another possible explanation is a change in communication style and preferences

• Net Geners prefer asynchronous communication tools

• They spend more hours texting than talking on the telephone (2:20 vs. 2:02)

------------------------------• They love to IM and Chat (1:45)

------------------------------• They spend hours on MySpace and Facebook (2:30 at a minimum)


OVERALL HOURS PER DAY USING ASYNCHRONOUS COMMUNICATION

TOOLS BY GENERATION(E-Mail, IM, Chat, Text Messaging)

Net Generation 5:31

Generation X 3:20

Baby Boomers 1:56

Look at How Much They Use These Asynchronous Tools


Plus, They Text Message Substantially More Than “Older” Generations

AVERAGE NUMBER OF TEXT MESSAGES PER MONTH BY

GENERATION(only for those who use text messaging)

Net Generation 511

Generation X 232

Baby Boomers 24


According to data from Nielsen Media Research, the average cell phone user sends

about 357 texts each month but only makes or receives 204 calls. In the teen category, 13- to

17-year-old mobile subscribers sent an average of 1,742 texts per month (compared to 231 calls). And 42% of teens say they can text

blindfolded.

[mediapost.com, 9/24/08; marketingcharts.com, 9/23/08 stats]


So, How are Net Geners Unique?• They were born into a world replete with technology

-------------------------------• Technology is all-consuming in their lives

-------------------------------• MySpace is central to their social lives

-------------------------------• They use technology for making friends and staying connected to them

-------------------------------• They use MySpace for trying on different identities


To Discover More About These Similarities and Differences Between the Net Generation and Their Predecessors we Performed a Second Study.


STUDY 2: FEBRUARY 2008• To assess how individuals within each generation

multitask under three conditions:

– During Free Time– While Studying for a Final Exam the Next Day– While Preparing an Important Business Report

that is Due the Next Day

• To assess whether the multiple tasks that are performed by the generations are similar or different in these three conditions.


Study 2 Demographics

GROUPSAMPLE

SIZEMALES

FEMALESAsian Black White Latino/a

Net Generation(1980-1999)

10 to 29534 44% - 56% 11% 17% 30% 41%

Generation X(1965-1979)

29 to 43 339 44% - 56% 7% 21% 34% 38%

Baby Boomers(1946-1964)

44 to 62328 41% - 59% 9% 23% 36% 32%

TOTAL 1,201 43% - 57% 9% 20% 33% 38%


Daily Technology Use Among Generations

TECHNOLOGYHOURS/DAY

NET GENERATION

GENERATION XBABY

BOOMERSF-Score

Online 2:37 2:04 1:20 41.62***

On Computer 2:37 2:25 1:44 12.76***

E-Mail 1:41 1:56 1:28 4.84***

IM/Chat 1:51 0:39 0:18 74.14***

Telephone 1:56 1:53 1:33 4.17*

Texting 2:49 1:23 0:29 94.80***

Video Games 1:01 0:33 0:13 33.53***

Music 3:56 2:28 1:42 78.51***

Television 2:32 2:20 2:38 2.01

TOTAL DAILY TECHNOLOGY

USE21:01 15:41 11:26 85.28***


MULTITASKING UNDER THREE CONDITIONS


NET GENERATION GENERATION X BABY BOOMERS

Music (79%) Eating (78%) Eating (80%)

Online (75%) Music (72%) TV (67%)

Eating (74%) Online (68%) Music (64%)

Texting (60%) TV (62%) Telephone (52%)

E-Mail (60%) E-Mail (59%) Online (50%)

TOP 5 TASKS MULTITASKING WITH FREE TIME


TOP 5 TASKS MULTITASKING WHILE STUDYING FOR A FINAL EXAM

NET GENERATION(N=392)

GENERATION X(N=80)

BABY BOOMERS(N=28)

Music (57%) Eating (78%) Music (43%)

Eating (52%) Music (36%) Computer (32%)

Texting (38%) Computer(29%) Eating(29%)

Computer (35%) Texting (16%) Online(18%)

Online (30%) E-Mail (15%) E-Mail (18%)


TOP 5 TASKS MULTITASKING BY AN EMPLOYEE WRITING AN IMPORTANT

REPORT

NET GENERATION(N=345)

GENERATION X(N=284)

BABY BOOMERS(N=254)

Music (52%) Music (42%) Music (34%)

Eating (40%) Eating (33%) Eating (26%)

Online (35%) Online (25%) Computer (21%)

Texting (32%) Computer (25%) E-Mail (21%)

Computer (28%) E-Mail (23%) Telephone (19%)


WE ALSO ASKED EACH PERSON TO TELL US WHETHER IT WAS

“EASY” OR “DIFFICULT” TO MULTITASK WITH EACH

COMBINATION OF TASKS

For example, “Is it easy or difficult to be online while you are playing a

video game?”


THE NEXT SET OF SLIDES INDICATE FOR EACH OF THE 66

TASK COMBINATIONS THE PERCENTAGE OF PEOPLE WHO

FOUND IT DIFFICULT, MODERATELY DIFFICULT, OR

EASY TO MULTITASK WITH THAT COMBINATION


Baby Boomers Who Found it Difficult, Moderately Difficult, or Easy


Gen Xers Who Found it Difficult, Moderately Difficult, or Easy


Net Geners Who Found it Difficult, Moderately Difficult, or Easy


SUMMARY & IMPLICATIONS• Clearly, tasks that require more working memory allow

less multitasking. -----------------------------------------------

• Even with tasks that require more working memory, however, all groups multitask, just with a reduced number of tasks.

-----------------------------------------------• Multitasking was directly related to generation with the

Net Generation multitasking more than Gen X who in turn multitasked more than Baby Boomers.


EVEN MORE IMPLICATIONS• Each generation had similar and different tasks chosen

for multitasking which are most likely related to their differential use of media (e.g., Net Generation kids use text messaging more than any other generation so that is one of their top 5 choices for multitasking).

------------------------------------------------

• Net Geners found it easier to multitask with more combinations of tasks than Gen Xers who found it easier than Baby Boomers.


A DEVELOPMENTAL ISSUE

According to research by Luciana et al. (2005), the maturation of the prefrontal cortex – the part of the brain that controls executive control including multitasking – is not complete until 18 years of age.


DEVELOPMENT OF THE PREFRONTAL CORTEX AND MULTITASKING

A separate analysis of 62 subjects under 18 showed an average of 6.47 tasks during free time compared to 6.23 for 472 young adults (18-29). Although this difference is not significant, it is of interest that the youngest subjects multitasked the most in spite of an underdeveloped prefrontal cortex.


LIMITATIONS• These studies did not measure multitasking performance,

only self-reported multitasking under different conditions.• Another study is being done to measure actual multitasking

performance.• A pilot study, replicating the dichotic listening studies by

Cherry (1953) showed small, but consistent evidence of multitasking performance among 18-25 year olds and is being replicated and expanded to include subjects younger than 18.


SO …. HOW ARE THESE GENERATIONS DIFFERENT IN

THE WAY THEY VIEW THE WORLD?


WORK VALUES: Baby BoomersSingle Lifetime Job

Fiercely Loyal to Company

Work is Life/Personally Fulfilling

Avoid Making Waves

Everyone has a Voice – Boss Sets the Rules

Team Player – Loves Meetings


WORK VALUES: Baby Boomers(continued)

Routines are Important

Process vs. Product

Face-to-Face or Telephone Communication

Learned Technology After School

Motivated by Being “Valued”


WORK VALUES: Generation X

Multiple Jobs to Find a “Career”

Self-Reliant: Set Own Time Plan

Work to Have More Fun in Life

Challenge Authority: Ask Why

Motivated by Rewards at the End of Every Project


WORK VALUES: Generation X(continued)

Grew Up With Technology

Prefer Cell Phone or E-Mail Communication

Want Immediate Access to Bosses

Good Multitaskers

Product vs. Process: They Hate Meetings


WORK VALUES: Net Generation

Build a Career Through Skill Acquisition

Balance Between Life and Work

Goal Oriented But Collegiality Important

Want Meaningful Work – Not Boredom

Motivated by Working with Bright/Creative People and Learning New Skills


WORK VALUES: Net Generation

(continued) Need Constant, Instantaneous Feedback

Communicate via IM, Chat, Texting

Grew Up With Everything Technological

Multitaskers to the Nth Degree


PERSONAL VALUES Baby Boomers

Optimistic and Self-Confident

Beginnings of Fractured Family Structure

Politically Active

Buy Now, Pay Later


PERSONAL VALUESGeneration X

Skeptical and Low Trust of Authority

Latchkey Kids

Political Apathy

Monetarily Conservative: Save Save Save


PERSONAL VALUESNet Generation

Realistic World View – Trust Authority

Blended Families – Strong Family Bonds

Political and Community Action

Earn to Spend


Clearly these three generations are different

on many dimensions.


• Process vs. Product• In-Person vs. Online Meetings• Communication Modalities• Work Schedules: Rigid vs. Flex• Motivational Tools• Reinforcements and Rewards• Collegiality• Work vs. Play (Time Off)• Career Expectations


I ALWAYS FEEL THAT COMIC STRIPS REALLY PORTRAY SOCIETY IN A WAY THAT

MAKES POINTS WHILE POKING FUN.

TAKE A LOOK AND SEE IF YOU AGREE


YOU MAY SEE THE NET GENERATION REFERED TO AS “GENERATION Y.”

SOME PEOPLE BELIEVE THAT THIS IS BECAUSE “Y” FOLLOWS “X” WHILE

OTHERS BELIEVE IT IS BECAUSE THEY ARE ALWAYS ASKING “WHY?”

PERHAPS THIS COMIC SHOWS THE REAL REASON ……


NEWEST STUDYSeptember/October 2008

• Parents of children 6 months – 12 years old• Asked questions about:

• Child use of media• Child health, weight, height, self-esteem• Parent use of media• Parent health, weight, height, self-esteem


GROUPSAMPLE

SIZEMALES

FEMALESAsian Black White Latino Other

6 Months to 4 Years Old

134 55% - 45% 5% 22% 20% 39% 14%

5 to 8 Years Old

115 49% - 51% 5% 23% 14% 49% 9%

9 to 12 Years Old

131 50% - 50% 2% 27% 15% 47% 9%

TOTAL SAMPLE

380 52% - 48% 4% 24% 17% 45% 11%

Sample Demographics


Daily Technology Use Among Youth (Hours/Day)

TECHNOLOGYHOURS/DAY

6 Months to 4 Years Old

(n=134)

5 to 8 Years Old

(n=115)

9 to 12 Years Old

(n=131)

STUDY 2:YOUNG NET

GEN(11-17; n=62)

Online 0:04 0:26 1:07 2:27

On Computer 0:03 0:24 1:10 1:55

E-Mail 0:00 0:04 0:26 1:11

IM/Chat 0:02 0:02 0:40 2:06

Telephone 0:10 0:19 0:47 1:29

Texting 0:02 0:04 0:49 2:37

Video Games 0:10 0:38 0:52 1:33

Music 0:38 0:44 1:31 3:01

Television 2:30 3:07 3:09 2:26

TOTAL DAILY TECH USE 3:38 5:47 10:29 19:47


Hours/Day Using

Technology


OTHER Daily Activities Among Youth

TECHNOLOGYHOURS/DAY

6 Months to 4 Years Old 5 to 8 Years Old

9 to 12 Years Old

F-Score

Play inside with technological

toys

1:04 0:36 0:47 6.69***

Play inside with non-technological

toys

1:34 0:59 0:37 28.73***

Play outside 1:53 2:01 2:02 0.42

Read books 0:35 0:58 1:04 13.24***

Do chores 0:11 0:31 0:47 49.95***

Sleep 6:38 7:38 6:51 4.40*

Eat meals 1:08 1:06 1:11 0.16

Socialize with other children

2:52 4:26 4:20 12.77***


TECHNOLOGY “OWNERSHIP”TECHNOLOGY 6 Months to 4

Years Old5 to 8 Years Old

9 to 12 Years Old

2-Score

Television in Bedroom

38% 74% 66% 33.71***

Computer in Bedroom

0% 11% 23% 32.70***

Internet Access in Bedroom

0% 7% 15% 19.90***

Owns Portable DVD Player

18% 28% 25% 3.86

Own Cell Phone 2% 8% 48% 99.81***

Own iPod/MP3 Player

6% 36% 65% 94.96***

Has Video Game Console

14% 56% 44% 71.89***

Has Handheld Video Game(s)

14% 57% 58% 62.48***


Technology in the Bedroom ... and more


Child Gender

Child Age

SES

Total Daily Media

Total Unhealthy

Food Intake

.53***

.27***

-.13*Child

Ethnicity

Parent Age

ParentGender

ParentMarital

ParentEduc.

-.15**

-.16**

OwnHome

ParentBMI

Path Model Predicting

Unhealthy Eating


Also Significant – Daily Media Use of Following:

• E-Mail• IM/Chat• Telephone• Texting• Video Games – console, handheld, online• Television• Movies• Playing Inside with Technological Toys


CHILD TOTAL MEDIA USE ALSO PREDICTS:

Child Total Psychological/Behavioral

Problems

Child Has Anxiety Problem

Child Has Anger Problem

Child Has Depression

Child Has Anti-Social Problems

Child Sick Days in Past Year


CONCLUSIONS: Who is the Net Generation and Why are the Different?

• They spend their day immersed in a media diet• They use different communication tools• They multitask more - even when the primary task is important• They multitask with different tasks• They find it easier to multitask – even with those tasks that need more working memory • Their use of textisms impacts writing both positively and negatively


What about the iGeneration? They show increasing use of technology with age Increasing ownership of technology – particularly those in their own bedrooms Even the youngest ones are likely to have TV in the bedroom! Media use is predictive of “unhealthy” eating

→ Particularly video games, telephone, television

Media use also predicts illness & psychological/ behavioral problems


THE IMPACT OF TEXTISMS ON ENGLISH LITERACY

• Examined 18-25 year olds from Studies 1 and 2• Variables:

Use of textisms in daily electronic communication Rated literacy level of formal and informal writing Level of education and gender


DAILY USE OF TEXTISMS

• Linguistic Textisms:• Acronyms (LOL) • Leaving out apostrophes (dont)• Shortening words (tht for that)• Using lowercase “i” in place of uppercase “I”

• Contextual Textisms:• Emoticons/Smilies • Special characters to denote emotions (*blush*)• All capital litters (I AM ANGRY)


ENGLISH LITERACY

• Formal Letter -- “Pretend that you want to complain to a company from which you bought a product. Write a letter to the company manager complaining about the quality of service that you received or the product itself and what you want them to do about it.” • Informal Letter -- “Please describe in detail what it feels like to be unhappy. What should a person do to become happy again? What have you done in the past when you were unhappy?”


Hypothesis 1: Those who use more textisms in their daily writing will produce better writing (from Plester et. al, 2008)

RQ 1:How will this differ by writing type? RQ 2:How will this vary by education?


STUDY DETAILS

• Study 1 (n=238); Study 2 (n=257)• No college (14%)• Some college (65%)• College degree (21%)

• Formal letter (Study 1+2)/Informal (Study 2)• Ratings “1” to “6” (inter-rater r=.93)• “1s” removed


WHO USED TEXTISMS MORE?• Linguistic Textisms:

• Females>Males (some college only)• Some College>College Degree=No College Education

• Contextual Textisms: • Females>Males (all education levels)• No difference overall between education levels


TEXTISM TYPE NO COLLEGE EDUCATION

SOME COLLEGE EDUCATION

COLLEGE DEGREE

Acronyms -- -- --

Lowercase i -- -- --

No Apostrophes -- -- --

Shortened Words -.31** -.12* --

Smilies .31** -- --

Emotional States -- -- --

ALL CAPS -- -- --

Linguistic Textisms -- -.11* --

Contextual Textisms -- -- --

PARTIAL CORRELATIONS FOR FORMAL WRITINGa

aGender partialled out

Some evidence of negative relationship of textisms with formal writing ... and maybe some positive, too.


TEXTISM TYPE NO COLLEGE EDUCATION

SOME COLLEGE EDUCATION

COLLEGE DEGREE

Acronyms -- -- --

Lowercase i -- -.15* --

No Apostrophes .27* -- --

Shortened Words -- -- --

Smilies -- -- --

Emotional States .28* -- --

ALL CAPS .26* -- --

Linguistic Textisms -- -- --

Contextual Textisms .35* -- --

PARTIAL CORRELATIONS - INFORMAL WRITINGa

aGender and essay order partialled out

Evidence of positive relationship with informal writing, particularly for those with no college.


Thk u vry mch 4 ur tme.NE q’s 4 me?

understanding the net generation: is it good for them to be so connected 24/7?

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