A new study from a research firm called Grunwald Associates indicates a significant shift in the media habits of children:
Sixty-four percent of kids go online while watching television, and nearly half of U.S. teens (49 percent) report that they do so frequently — anywhere from three times a week to several times a day. … The study reveals that 73 percent of TV-online multitasking kids are engaged in “active multitasking,” defined by Grunwald Associates as content in one medium influencing concurrent behavior in another. This trend represents a 33 percent increase in active multitasking since 2002. While kids are using more media, their attention primarily and overwhelmingly is focused on their online activities.
I don’t need stats to tell me about the decline of traditional TV among tomorrow’s generation; I see it daily in my own house, as my 17-year-old watches downloaded episodes of Degrassi on her iPod, as my 12-year-old focuses far more time IM’ing or fast-forwarding through DVR’d Celtic games than watching live TV, and as my 9-year-old runs around the house making videos and begging me to let him post something on YouTube, or as he surfs for PS2 cheats online, half-listening as Jimmy Neutron drones in the background.
Sure, there are a few seminal TV events that the family feels obligated to watch live, like the Super Bowl or, to a lesser extent, American Idol. But today’s kids are edging – no, rushing – away from the passive TV experience. I do not envy network execs.