1. Understanding the Net Generation Understanding the Net Generation: Is it good for them to be so connected 24/7? UCLA Developmental Forum November 3, 2008 Larry Rosen, Ph.D CSU Dominguez Hills

2. 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

3. 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?

4. 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

5. Understanding the Net Generation GROUP SAMPLE SIZE MALES FEMALES AsianBlackWhiteLatino/a Net Generation (1980-1996) 11 to 29 67842% -- 58%22%17%27%35% Generation X (1965-1979) 29 to 43 32943% -- 57%17%22%33%28% Baby Boomers (1946-1964) 44 to 62 31239% -- 61%7%21%52%21% TOTAL SAMPLE1,31942%--58%17%19%35%30% Sample Demographics

6. Understanding the Net Generation WHAT ARE THEY DOING WITH THEIR MEDIA? Here are data from Study 1

7. Understanding the Net Generation TECHNOLOGY HOURS/DAY NET GENERATION GENERATION X BABY BOOMERS F-SCORE Online2:311:581:1454.97*** On Computer2:082:321:4111.86*** E-Mail1:261:371:144.93** IM/Chat1:450:360:1490.67*** Telephone2:021:471:384.81** Texting2:201:070:2872.51*** Video Games1:080:310:1343.22*** Music3:332:351:4450.16*** Television2:372:122:255.11** TOTAL DAILY TECHNOLOGY USE 20:3814:557:51 89.88*** HOURS OF DAILY TECHNOLOGY USE (only those who use each technology)

8. 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

9. Understanding the Net Generation Multitasking With Free Time Number of TasksNumber of Tasks Net Generation Generation X Baby Boomers

10. Understanding the Net Generation NOT ONLY DO THEY MULTITASK MORE THEY DO IT WITH DIFFERENT TASKS

11. Understanding the Net Generation Multitasking With Free Time Top 5 Activities for Each Generation NET GENERATIONGENERATION XBABY 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%)

12. Understanding the Net Generation Has Multitasking Gone Too Far?

13. Understanding the Net Generation Why Do They Multitask so Much? One explanation is the rapid pace of technological change

14. Understanding the Net Generation Years to Reach 50 Million Users The Pace of Technology Change is Dizzying What’s Next?

15. 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)

16. Understanding the Net Generation OVERALL HOURS PER DAY USING ASYNCHRONOUS COMMUNICATION TOOLS BY GENERATION (E-Mail, IM, Chat, Text Messaging) Net Generation5:31 Generation X3:20 Baby Boomers1:56 Look at How Much They Use These Asynchronous Tools

17. 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 Generation511 Generation X232 Baby Boomers24

18. 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]

19. 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

20. Understanding the Net Generation

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

22. 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.

23. Understanding the Net Generation Study 2 Demographics GROUP SAMPLE SIZE MALES FEMALES AsianBlackWhiteLatino/a Net Generation (1980-1999) 10 to 29 53444% - 56%11%17%30%41% Generation X (1965-1979) 29 to 43 33944% - 56%7%21%34%38% Baby Boomers (1946-1964) 44 to 62 32841% - 59%9%23%36%32% TOTAL1,20143% - 57%9%20%33%38%

24. Understanding the Net Generation Daily Technology Use Among Generations TECHNOLOGY HOURS/DAY NET GENERATION GENERATION X BABY BOOMERS F-Score Online2:372:041:2041.62*** On Computer2:372:251:4412.76*** E-Mail1:411:561:284.84*** IM/Chat1:510:390:1874.14*** Telephone1:561:531:334.17* Texting2:491:230:2994.80*** Video Games1:010:330:1333.53*** Music3:562:281:4278.51*** Television2:322:202:382.01 TOTAL DAILY TECHNOLOGY USE 21:0115:4111:26 85.28***

25. Understanding the Net Generation MULTITASKING UNDER THREE CONDITIONS

26. Understanding the Net Generation NET GENERATIONGENERATION XBABY 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

27. 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%)

28. 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%)

29. 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?”

30. 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

31. Understanding the Net Generation Baby Boomers Who Found it Difficult, Moderately Difficult, or Easy

32. Understanding the Net Generation Gen Xers Who Found it Difficult, Moderately Difficult, or Easy

33. Understanding the Net Generation Net Geners Who Found it Difficult, Moderately Difficult, or Easy

34. 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.

35. 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.

36. 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.

37. 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.

38. 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.

39. Understanding the Net Generation SO …. HOW ARE THESE GENERATIONS DIFFERENT IN THE WAY THEY VIEW THE WORLD?

40. Understanding the Net Generation WORK VALUES: Baby Boomers Single 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

41. 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”

42. 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

43. 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

44. 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

45. 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

46. Understanding the Net Generation PERSONAL VALUES Baby Boomers Optimistic and Self-Confident Beginnings of Fractured Family Structure Politically Active Buy Now, Pay Later

47. Understanding the Net Generation PERSONAL VALUES Generation X Skeptical and Low Trust of Authority Latchkey Kids Political Apathy Monetarily Conservative: Save Save Save

48. Understanding the Net Generation PERSONAL VALUES Net Generation Realistic World View – Trust Authority Blended Families – Strong Family Bonds Political and Community Action Earn to Spend

49. Understanding the Net Generation Clearly these three generations are different on many dimensions.

50. 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

51. 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

52. Understanding the Net Generation

56. 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 ……

57. Understanding the Net Generation

58. NEWEST STUDY September/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

59. Understanding the Net Generation GROUP SAMPLE SIZE MALES FEMALES AsianBlackWhiteLatinoOther 6 Months to 4 Years Old 13455% - 45%5%22%20%39%14% 5 to 8 Years Old 11549% - 51%5%23%14%49%9% 9 to 12 Years Old 13150% - 50%2%27%15%47%9% TOTAL SAMPLE 38052% - 48%4%24%17%45%11% Sample Demographics

60. Understanding the Net Generation Daily Technology Use Among Youth (Hours/Day) TECHNOLOGY HOURS/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) Online0:040:261:072:27 On Computer0:030:241:101:55 E-Mail0:000:040:261:11 IM/Chat0:02 0:402:06 Telephone0:100:190:471:29 Texting0:020:040:492:37 Video Games0:100:380:521:33 Music0:380:441:313:01 Television2:303:073:092:26 TOTAL DAILY TECH USE 3:385:4710:2919:47

61. Understanding the Net Generation Hours/Day Using Technology

62. Understanding the Net Generation OTHER Daily Activities Among Youth TECHNOLOGY HOURS/DAY 6 Months to 4 Years Old 5 to 8 Years Old 9 to 12 Years Old F-Score Play inside with technological toys 1:040:360:476.69*** Play inside with non- technological toys 1:340:590:3728.73*** Play outside1:532:012:020.42 Read books0:350:581:0413.24*** Do chores0:110:310:4749.95*** Sleep6:387:386:514.40* Eat meals1:081:061:110.16 Socialize with other children 2:524:264:2012.77***

63. Understanding the Net Generation TECHNOLOGY “OWNERSHIP” TECHNOLOGY6 Months to 4 Years Old 5 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 Phone2%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***

64. Understanding the Net Generation Technology in the Bedroom... and more

65. Understanding the Net Generation Child Gender Child Age SES Total Daily Media Total Unhealthy Food Intake.53***.27*** -.13* Child Ethnicity Parent Age Parent Gender Parent Marital Parent Educ. -.15** -.16** Own Home Parent BMI Path Model Predicting Unhealthy Eating

66. 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

67. 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

68. 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

69. 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

70. 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

71. 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)

72. 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?”

73. 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?

74. Understanding the Net Generation 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

75. 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

76. Understanding the Net Generation TEXTISM TYPENO 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 WRITING a a Gender partialled out Some evidence of negative relationship of textisms with formal writing... and maybe some positive, too.

77. Understanding the Net Generation TEXTISM TYPENO 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 WRITING a a Gender and essay order partialled out Evidence of positive relationship with informal writing, particularly for those with no college.

78. Understanding the Net Generation Thk u vry mch 4 ur tme. NE q’s 4 me?