| The report and video, available below, provide commentary and the responses to a survey regarding communication trends among today’s American rural youth. The purpose of this survey was to understand how rural youth from OPASTCO-member (or equivalent) communities consume media and technology. Sharing of some of the results from this survey took place during the panel, Youth Are Our Present, at OPASTCO’s 44thAnnual Summer Convention.There are three parts to this package: |
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Donate and half the money (after credit card expenses) will be sent to the FRED Foundation and the other half will go to the Tony Atwater Memorial. Donations are optional and are commensurate with what your perceived value of this bundle is. As a point of reference, this type of report would typically be priced from several hundred to several thousand dollars. This particular report required the combined efforts of more than 20 people, who are involved in some form with the independent telco industry, spending more than 100 hours of their time to devise, administer and report on the results. Feel free to donate via credit card, or directly to FRED or Tony Atwater’s Memorial Fund by sending a check to either of the following addresses (Please note: “Youth Survey” on the memo section of the check): 21 Dupont Circle NW, Suite 700 Washington, DC 20036 Elizabeth Q. Atwater f.b.o. Antonio Atwater Memorial Fund c/o Great Western Bank, |
Youth Are Our Present – Executive Summary
This document provides commentary and the responses to a survey regarding communication trends among today’s American rural youth. The purpose of this survey was to understand how rural youth from OPASTCO-member (or equivalent) communities consume media and technology. Sharing of some of the results from this survey took place during the panel, Youth Are Our Present, at OPASTCO’s 44th Annual Summer Convention.
The results of the survey reinforce the idea that younger people are among the first to embrace new approaches to communications and entertainment, such as text messaging, social communities and mobility. Still, like people of all ages, things such as ease of use and value resonate with the younger generation. Some other key points from this survey include:
- Two-thirds (2/3) of the rural youth consider themselves or their siblings to be the most tech-savvy in their household.
- TV still consumes the most amount of a youth’s time, although they spend a significant portion of their waking hours using computer and texting via mobile phones. The landline telephone consumes the least amount of a youth’s time.
- Youth tend to be most willing to pay for cell phone service, in part, because they perceive it to offer the best value and utility for the money.
- Social communities are just behind cell phones as ways to communicate with their peers. The popularity of these two forms of communication will probably lead to increased intertwining of social communities with mobile services.
- Despite all of the messaging and marketing that the youth are bombarded with, friends and family remain the biggest influences on the adoption of new technology and associated services.
- Ease of use is the most important factor in the selection of a cell phone, while the basic feature of being able to make a call is the most important.
- The sources of the video the youth watch are definitely different from previous generations, as broadcast television ranked fourth behind, cable television, video stores and the Internet.
- Youth are producers of video content, as 46% have uploaded or plan to upload videos to the Internet, which has long-term implications for the upstream bandwidth requirements.
Youth Are Our Present – Full Report (PDF)
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Youth Are Our Present – Full Report (PDF)
Ken, I think the report is very well written. I love all the bar graphs and pie charts. It makes it very easy to see the results at a glance. I was not able to hear the video on my computer here at work. I may be able to hear it better at home since I have speakers on my computer at home and I don’t have that luxury here at work. As for a price to charge for the report–I wouldn’t have a clue. I feel that your 32 particpants probably give us a good idea about youth opinions, but I’m not sure that most people in charge of doing surveys would consider this to be a high enough number for drawing definitive conclusions. They probably would feel that you need more participants to provide a good crossview.
Thanks Pam and thanks for the help in getting some of the participants. I agree with your comment about the sample size. If we get enough telcos involved early enough, we could get a decent sample size that might be statistically significant and of interest to traditional consumer research firms.
Click on the link below to find an excellent report regarding Millennials and how they are consuming media. I haven’t looked closely, but it appears that many of the findings are similar to what we found in our survey.
http://www.marketingcharts.com/television/millennials-like-traditional-not-just-new-media-1117/
Another good report comes from Mike Bloxham of Ball State University’s Center for Media Design regarding how youth are consuming media. They took an interesting approach whereby they tracked 15 teenagers and recorded their behavior in 10 second increments. They report 60% of the teenager’s time was “screen-time”. Although this sample size is too small to make definitive conclusions about the general population, it is another pointer as to how intertwined media and technology have become to the today’s young generation.
His article about the report can be found here:
http://blogs.mediapost.com/tv_board/?p=165
The overview of the study can be found here:
http://www.bsu.edu/cmd/insightandresearch/hsmtoo/
and the report can be downloaded here:
https://www.bsu.edu/webapps2/cmdreports/product_select.asp?product_id=25