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Understanding the Net Generation: Is it good for them to be so connected 24/7?

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. We are in the Midst of Three and Perhaps Four Vastly Different Generations. Baby Boomers (born 1946-1964)

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Understanding the Net Generation: Is it good for them to be so connected 24/7?

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  1. 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. We are in the Midst of Three and Perhaps Four Vastly Different Generations Baby Boomers (born 1946-1964) Generation X (born 1965-1979) Net Generation (born 1979 - 1999) iGeneration (born 2000 – 2008)

  3. 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. 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. Sample Demographics

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

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

  8. HOW IS THAT POSSIBLE? Don’t these kids ever sleep? Of course they do (although not enough). The key is MULTITASKING

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

  10. NOT ONLY DO THEY MULTITASK MORE THEY DO IT WITH DIFFERENT TASKS

  11. Multitasking With Free TimeTop 5 Activities for Each Generation

  12. Has Multitasking Gone Too Far?

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

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

  15. 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. Look at How Much They Use These Asynchronous Tools

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

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

  21. 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: FEBRUARY 2008

  22. Study 2 Demographics

  23. Daily Technology Use Among Generations

  24. MULTITASKING UNDER THREE CONDITIONS

  25. TOP 5 TASKS MULTITASKING WITH FREE TIME

  26. TOP 5 TASKS MULTITASKING WHILE STUDYING FOR A FINAL EXAM

  27. TOP 5 TASKS MULTITASKING BY AN EMPLOYEE WRITING AN IMPORTANT REPORT

  28. 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?”

  29. 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

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

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

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

  33. 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. SUMMARY & IMPLICATIONS

  34. 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.

  35. 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.

  36. 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.

  37. 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.

  38. SO …. HOW ARE THESE GENERATIONS DIFFERENT IN THE WAY THEY VIEW THE WORLD?

  39. 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

  40. 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”

  41. WORK VALUES: Generation X Multiple Jobs to Find a “Career” Work to Have More Fun in Life Self-Reliant: Set Own Time Plan Challenge Authority: Ask Why Motivated by Rewards at the End of Every Project

  42. 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

  43. 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

  44. WORK VALUES: Net Generation (continued) Need Constant, Instantaneous Feedback Communicate via IM, Chat, Texting Grew Up With Everything Technological Multitaskers to the Nth Degree

  45. PERSONAL VALUES Baby Boomers Optimistic and Self-Confident Beginnings of Fractured Family Structure Politically Active Buy Now, Pay Later

  46. PERSONAL VALUES Generation X Skeptical and Low Trust of Authority Latchkey Kids Political Apathy Monetarily Conservative: Save Save Save

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

  48. Clearly these three generations are different on many dimensions.

  49. 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

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