SocialSphere, Inc.

On my way to New York this morning to attend my first Personal Democracy Forum, I picked up two interesting research studies that are being released this week.  The first, “How Teens Use Media,” released by the Nielsen Company headlines that compared to older Americans, teenagers have fairly traditional media habits.  For example:  

• Teens are watching more TV than ever, averaging 3 hours and 20 minutes per day, an increase of 6% over the last 5 years in the U.S.; and
• Teens watch far less online video per month (about 3 hours) compared to older Americans – especially 18 to 24 year olds (5 hours, 35 minutes on average).

Be careful though to read too much into these numbers if you are a business leader or marketer thinking long-term (as in more than two years).  While today, teens are less likely than others to stream Jon Stewart or Stephen Colbert online – this cohort’s media habits will most certainly evolve over the next few years when they turn 18, attend college or enter the workforce.  At this time, their horizons will hopefully expand, they will have less access time for appointment TV as most will spend more time online for study and work.

Pew references significant differences between the generations – in fact the largest since Vietnam -- in the way in which younger and older Americans view family, religion and other social issues.  This is important to note – but please don’t read this report, file it away and move along to other business.  Think about it – and what it means.  

The report and AP news account of the research says “religion is a far bigger part of the lives of older adults. About two-thirds of people 65 and older said religion is very important to them, compared with just over half of those 30 to 49 and 44% of people 18 to 29. “  While that statement is true – a few questions come to mind.  One – how important was religion to the 65 year olds when they were 18?   How important is spirituality to 18 to 29 year olds? (very important, based on findings from our Harvard polling)  And last, when you combine 18 to 29 year olds who say religion is important or very important the number grows to an overwhelming majority.  My take, based on about 10 years of study of Millennials and their views toward religion, spirituality and morality is that these issues play a very significant role in the lives of young Americans – and I predict will play even a greater role as they mature into young adults.  While the definitions of what it means to be religious will evolve, the line between spirituality and religion will gray and traditional worship services may not be as well attended as in the past – these values will not be abandoned – especially as the Millennial generation welcomes millions of people from other, more religious cultures into the fold.  Leaders who understand this (note President Obama’s 2004 DNC Keynote from Boston) will connect and build important relationships with this most important demographic group.

I am glad that both of these studies will garner some attention this week.  Though a little overt, I am pleased that companies like HSBC are beginning to communicate generational values in their marketing campaigns.  I hope more companies and organizations take the time necessary to begin to think about these issues and the impact they will have short and long-term.  

As we discussed in a recent in a recent strategic planning session for one of our client’s heavily engaged with the Millennial generation – just when we began to figure out what makes 18 to 29 year olds tick, the 13 to 17 year olds – the second part of the Millennial generation are beginning to exhibit some interesting differences.  At SocialSphere, we refer to this cohort as Millennial II’s – and will continue to study how they’re different from the older siblings – not just in the way these technology (that’s easy) – but how they think about technology, themselves, America and the world.  

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