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
Understanding the Net Generation
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
Understanding the Net Generation
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?
Understanding the Net Generation
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
Understanding the Net Generation
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
Understanding the Net Generation
WHAT ARE THEY DOING WITH THEIR MEDIA?
Here are data from Study 1
Understanding the Net Generation
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)
Understanding the Net Generation
HOW IS THAT POSSIBLE?
Don’t these kids ever sleep?
Of course they do (although not
enough).The key is
MULTITASKING
Understanding the Net Generation
Multitasking With Free TimeNumber of Tasks
Net Generation Generation X Baby Boomers
Understanding the Net Generation
NOT ONLY DO THEY MULTITASK MORE THEY DO IT WITH DIFFERENT
TASKS
Understanding the Net Generation
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%)
Understanding the Net Generation
Has Multitasking Gone Too Far?
Understanding the Net Generation
Why Do They Multitask so Much?
One explanation is the rapid pace of technological change
Understanding the Net Generation
Years to Reach 50 Million Users
The Pace of Technology Change is Dizzying
What’s Next?
Understanding the Net Generation
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)
Understanding the Net Generation
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
Understanding the Net Generation
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
Understanding the Net Generation
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]
Understanding the Net Generation
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
Understanding the Net Generation
Understanding the Net Generation
To Discover More About These Similarities and Differences Between the Net Generation and Their Predecessors we Performed a Second Study.
Understanding the Net Generation
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.
Understanding the Net Generation
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%
Understanding the Net Generation
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***
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MULTITASKING UNDER THREE CONDITIONS
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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
Understanding the Net Generation
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%)
Understanding the Net Generation
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%)
Understanding the Net Generation
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?”
Understanding the Net Generation
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
Understanding the Net Generation
Baby Boomers Who Found it Difficult, Moderately Difficult, or Easy
Understanding the Net Generation
Gen Xers Who Found it Difficult, Moderately Difficult, or Easy
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Net Geners Who Found it Difficult, Moderately Difficult, or Easy
Understanding the Net Generation
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.
Understanding the Net Generation
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.
Understanding the Net Generation
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.
Understanding the Net Generation
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.
Understanding the Net Generation
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.
Understanding the Net Generation
SO …. HOW ARE THESE GENERATIONS DIFFERENT IN
THE WAY THEY VIEW THE WORLD?
Understanding the Net Generation
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
Understanding the Net Generation
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”
Understanding the Net Generation
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
Understanding the Net Generation
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
Understanding the Net Generation
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
Understanding the Net Generation
WORK VALUES: Net Generation
(continued) Need Constant, Instantaneous Feedback
Communicate via IM, Chat, Texting
Grew Up With Everything Technological
Multitaskers to the Nth Degree
Understanding the Net Generation
PERSONAL VALUES Baby Boomers
Optimistic and Self-Confident
Beginnings of Fractured Family Structure
Politically Active
Buy Now, Pay Later
Understanding the Net Generation
PERSONAL VALUESGeneration X
Skeptical and Low Trust of Authority
Latchkey Kids
Political Apathy
Monetarily Conservative: Save Save Save
Understanding the Net Generation
PERSONAL VALUESNet Generation
Realistic World View – Trust Authority
Blended Families – Strong Family Bonds
Political and Community Action
Earn to Spend
Understanding the Net Generation
Clearly these three generations are different
on many dimensions.
Understanding the Net Generation
• 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
Understanding the Net Generation
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
Understanding the Net Generation
Understanding the Net Generation
Understanding the Net Generation
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Understanding the Net Generation
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 ……
Understanding the Net Generation
Understanding the Net Generation
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
Understanding the Net Generation
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
Understanding the Net Generation
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
Understanding the Net Generation
Hours/Day Using
Technology
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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***
Understanding the Net Generation
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***
Understanding the Net Generation
Technology in the Bedroom ... and more
Understanding the Net Generation
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
Understanding the Net Generation
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
Understanding the Net Generation
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
Understanding the Net Generation
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
Understanding the Net Generation
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
Understanding the Net Generation
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
Understanding the Net Generation
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)
Understanding the Net Generation
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?”
Understanding the Net Generation
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?
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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
Understanding the Net Generation
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
Understanding the Net Generation
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.
Understanding the Net Generation
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.
Understanding the Net Generation
Thk u vry mch 4 ur tme.NE q’s 4 me?