The survey states that linear broadcast television still rules in the average youngster’s media habits. I wonder how much of this is access and availability versus desire and intent.
In 2010, probably most 8-18 year olds have access to at least one television. A vast percentage (71%) will likely have a television in their room. The television will more than likely be ‘on’ but just as we adults are conversant with co-viewing (using a laptop or mobile phone while viewing television), it stands to reason that our kids are doing much the same. The slide on media multitasking illustrates to me that kids are doing other things while watching television.
There’s also a significant trend towards on-demand content whether that’s DVD, Time-shifted TV, online video or video on iPod or cellphone. So while the consumption of Live Tv has decreased, the consumption of produced television media has overall increased – just not through the television necessarily. And I believe this trend will accelerate. A later slide indicates that only in 4% of households is the television off every time there is no-one watching it. A whopping 45% claim the TV is on when no-one is watching.
The other thing I see as significant is that printed media shows a marked skew towards books and away from magazines and newspapers. I believe this is because books represent a much less ephemeral media segment whereas newspapers and magazines have been mostly cannibalised by the internet. For example, a car bomb in Holywood at midnight last night was reported on Twitter for a full hour before it hit the main news web sites, reported on radio and television soon after and it would be unlikely to hit many print news stands this morning.
This survey measured the habits of the young. I’d be interested in viewing the desires and intent of the young with regards to media consumption. Do they want more (and presumably better) TV? Would they be in favour of faster internet? Better coverage for mobile internet? How will their habits change over the next 5 years?