This is the third wave of the study (1999, 2004 & 2009) which indicates a growth of media usage within the youth by about an hour since the study in 2004.

Also interesting to note that most kids are multi-tasking within the mediums, which equals 10:45 hours worth of media usage, compared to 2004’s study which was 8:33 hours worth of media content.

Well, this is really no surprise to most parents today, we know are children are consuming more media today than they did in 2004. I believe we are more aware of the usage during winter months when sports season is over and it’s a little chilly outside.

As a mom of a teenager and tween, I see it and live it. After all, I work in the digital media space, I run my life, and our family events, using technology and digital media.

I found it interesting the report states: “Youth who spend more time with media report lower grades and lower levels of personal contentment.” The participants in the study were grouped into three categories based on number of hours they consumed media content in a typical day:

• Heavy users: +16 hours (21%)
• Moderate users: 3-16 hours (62%) << betty’s notes: seems like a really broad range
• Light users: – 3 hours (17%)

Study states that nearly half (47%) of all heavy users say they usually get fair to poor grades (C’s & lower), compared to 23% of light media users.

The study goes on to say it “cannot establish whether there is a cause and effect relationship between media use and grades, or between media use and personal contentment.”

So what does this report mean to parents & how do we use it?

Should we be concerned that our youth is spending their time in front of electronic devices? I don’t believe the answer lies in shutting down all digital media away from our kids.

I do believe we can use this study to remind us of some fundamental parenting skills:

• Know what your kids are being exposed to
• Greet your kids with a hug and kiss each time they go off to school and when they come back home (that’s a tip from the Cuban mom in me)
• Know who they are “hanging out with” online and offline
• Have open communication and understanding that is it your right as a parent to look through text messages, emails & computer history files. Hopefully, this isn’t necessary if you have an open communication with your kids, but they should know you have that right.
• Attend teacher parent conferences even if your kids are doing well in school, it’s amazing   what learn about your child with only 10 – 15 min’s with their teacher. (and I was told by a teacher, they actually appreciate the face time with the parents.)
• Find ways to openly communicate with your children. Suggestions are:
• Turn off music during drive time and talk to your kids
• Schedule regular family dinners and turn off ALL media (i.e. don’t answer phone, cell phones put away, TV off, etc.)
• Schedule family game time, board games and outside activities (additional note: they might fight you on this, but will usually end up having fun. Plus we also include their friends in games, great way to get to know everyone.)
• Do chores together

I’m sure you all can add a few more to the list … please do & comment them below.

What does this study mean for marketers?

It’s a goldmine my marketing peeps! Study shows us stats like video game playing is more popular among 11 to 14 year old’s and music becomes increasingly popular as teens get older. There’s all sorts of demographics and statistical goodies for marketers marketing to our youth.   You can read the entire study at: http://www.kff.org/entmedia/upload/8010.pdf

One last tip from this mom of 2: Don’t be afraid of technology, embrace it, learn it and engage. If you don’t engage into what your kids are doing, they’re less likely to engage into what you’re doing.
xoxo