or


[06/18/13 - 07:01 AM]
New MTV Study Shows Sharp Differences Between Younger and Older Millennials
Today's results uncover that younger Millennials (ages 13-17) are different from their older counterparts in key ways.

[via press release from MTV]

New MTV Study Shows Sharp Differences Between Younger and Older Millennials

Landmark Generational Study of U.S. Youth Reveals How the Great Recession, Xer Parents and a Different Relationship with Technology Make Young Millennials More Like Katniss, Less Like Harry Potter

New York, NY - June 18, 2013 - MTV, a division of Viacom (NASDAQ: VIAB, VIA), today unveiled the results of its new landmark generational study, "The New Millennials Will Keep Calm and Carry On," investigating the shifting dynamics between younger and older Millennials in the United States. Building upon MTV's legacy of deeply understanding its audience and constantly reinventing, today's results uncover that younger Millennials (ages 13-17) are different from their older counterparts in key ways: beginning to map their careers at 13, absorbing the advice of pragmatic Gen X parents, and adjusting the rules of how and when to use technology - even unplugging and mono-tasking to de-stress.

The differences between first and second wave Millennials can be seen as the juxtaposition between Harry Potter and Katniss Everdeen of "The Hunger Games." Today's twenty-somethings - more akin to the magical wizard Harry Potter - represent the Millennials that came of age in the economic boom of the 90s/early 2000s, a time of "Yes We Can" and the belief that college, working hard and playing by the rules would guarantee future success. Raised by idealistic Boomer parents, older Millennials were told they were special and gifted, with a magic wand capable of changing the world.

Today's tweens and teens have known a very different youth. They've come of age during the Great Recession, seeing college graduates struggling with huge student loan debt and living through a cascade of social-media amplified tragedies - from Hurricane Sandy to the Sandy Hook School shooting. While this reality is having a profound impact on Young Millennials' world view, they still exhibit the optimism of their older counterparts, and instead of giving up are prepping, planning and specializing to achieve the future they want for themselves.

"Millennials are the biggest generation in history, and to stay at the forefront of youth culture, we need to deeply understand the rising tide - who will soon be our core audience and new employees," said Stephen Friedman, President of MTV. "This study clearly shows that Millennials cannot be viewed as a monolithic bloc. We are especially impressed to see how Millennial teens are resiliently and optimistically responding to adversity and preparing to win in the game of life."

Survival Skills

"The New Millennials Will Keep Calm and Carry On" shows that younger Millennials are rapidly adapting to changing "environmental" conditions, and like Katniss, are navigating life by honing specialized, self-taught (often Internet-acquired) survival skills.

· Over three-quarters of Millennials today ages 14-17 "worry about the negative impact that today's economy will have on me or my future"

· 60% of 14-17 year olds say "I believe that my generation will be worse off than my parents' generation" and 60% feel "very stressed about getting into a good high school or college"

· In 2010, 71% of young Millennials agreed with the statement "If I want to do something, no one is going to stop me" versus only 51% in 2013

· 69% say "I put more pressure on myself than others put on me"

· Over one-third of younger Millennials agree they "plot out escape plans when in public places, because of events like Sandy Hook"

· Although half are scared of violence at school, they seem to have adopted a practical "Keep Calm and Carry On" mentality

Tech Homesteaders & Mono-tasking

Unlike older Millennials who were pioneers in the "Wild West" of social media, today's young Millennials are "tech homesteaders" - more savvy about how to use technology, interested in building "gated" groups, curating, filtering and choosing to selectively unplug.

They are also consciously taking time to self-soothe, disconnect, de-stress, de-stimulate and control inputs. They increasingly "mono-task" and focus on immersive hands-on activities like baking, sewing or crafting. Some claim their dependence on social media is overrated: one girl says "My parents Facebook more than I do."

· 8 in 10 young Millennials agree that "Sometimes I just need to unplug and enjoy the simple things"

· 82% of young Millennials agree "when I'm stressed or overwhelmed, I like to stop and just do one thing at a time"

· More than half (57%) of young Millennials like to take a break from technology to make things with their hands

Xer Parenting

Younger Millennials are heeding the advice of their pragmatic Gen X parents, who don't say "the world is your oyster" but rather "you've got to create your own oyster":

· 84% of 14-17 year olds say "I know why I shouldn't do something, because my parents explain the consequences to me"

· In 2013, 68% of young Millennials agree with the statement "My parents are like a best-friend to me," an increase of 10% from 2010 where 58% agreed

· 84% agree "It's really important to always be prepared and have a plan"

Specializing

Young Millennials are consummate brand managers, honing their unique personal brand to stand out and specialize in a world that's increasingly competitive (whether that's in terms of obtaining a following online or getting into college). They are "DIY Learners" and leverage YouTube videos and niche online communities to delve into the intricacies of their passion. Many have established a unique voice in Tumblr or Instagram as the person who posts photos related to "all things neon" or "romantic Victorian" or "90's grunge."

· 84% say "I love being an expert in things, while 78% claim "someone I know would consider me an expert in at least one thing"

· 7 in 10 say "I learn how to do things on YouTube" or "I go to YouTube for DIY videos"

Hyper-Filtering

This is the first generation of "digital latchkey kids." Though increasingly physically protected by parents, teens' web behavior is not as closely monitored. But like Gen X latchkey kids who created their own rules and regimes while parents worked, youth today are surprisingly filtering out what's overwhelming to them online:

· About 7 in 10 say I have the freedom online to go anywhere or do anything I want

· 88% try to avoid cruel videos online

· 76% try to avoid people being mean to each other

· 74% try to avoid videos about violence

In addition, they are slimming down their social networks and finding niche/private places to share in a controlled environment, whether it's Snapchat or a locked Instagram feed.

"The New Millennials Will Keep Calm and Carry On" was fielded by MTV Insights in the United States in early 2013 and included a combination of quantitative results (1,800 Young Millennials ages 14-17; 700 Older Millennials ages 18-25; 300 Gen Xers; 300 Boomers), and qualitative studies (in-home ethnographies/friendship groups, online nationwide qualitative including Instagram Journals, Diaries, etc., older sibling focus groups and expert interviews).

About MTV:

MTV is the world's premier youth entertainment brand. With a global reach of more than a half-billion households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people. MTV reflects and creates pop culture with its Emmy(R), Grammy(R) and Peabody(R) award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile. MTV's sibling networks MTV2 and mtvU each deliver unparalleled customized content for young males, music fans and college students, and its online hub MTV.com is a leading destination for music, news and pop culture. MTV is a unit of Viacom Inc. (NASDAQ: VIA, VIAB), one of the world's leading creators of programming and content across all media platforms.





  [june 2013]  
S
M
T
W
T
F
S
      


· AIN'T THAT AMERICA WITH LIL DUVAL (MTV2)









[04/19/14 - 09:02 AM]
Friday's Broadcast Ratings: ABC Tops Demos with "Shark Tank," "20/20"
The Alphabet's veteran newsmagazine posts big gains from last week among adults 18-49.

[04/19/14 - 08:34 AM]
"Hannibal" Is Up 29% Week to Week in Adults 18-49 with Its Top Result in Three Weeks
NBC spins the numbers for Friday, April 18.

[04/19/14 - 08:32 AM]
ABC Wins 3rd Straight Friday with the Top 2 TV Shows - "20/20" Surges to 2nd-Highest Ratings This Season
ABC spins the numbers for Friday, April 18.

[04/18/14 - 03:21 PM]
ESPN NFL Programming Highlights - "Draft Academy" Debuts April 22
Projected first-round picks Blake Bortles, Jadeveon Clowney and Marqise Lee will be part of the four-week series.

[04/18/14 - 12:09 PM]
First Lady Michelle Obama and Kellie Pickler Guest Star on "Nashville"
Said installment revolves around a charity concert at Fort Campbell.

[04/18/14 - 11:25 AM]
"Saturday Night Live" to Celebrate 40th Anniversary on Feb. 15, 2015
Past and present cast members, as well as special and musical guests from the show's incredible five-decade run, will appear on the telecast, with the specific lineup of guests to be determined in the coming months.

[04/18/14 - 10:56 AM]
New truTV Series "The Carbonaro Effect," Starring Comic Magician Michael Carbonaro, Set To Premiere Thursday, May 15th at 10pm ET/PT
The new 12-episode and hilarious series follows Carbonaro as he tricks, amazes and amuses the unsuspecting public.

[04/18/14 - 10:21 AM]
TLC Stitches Up Season Two, And Says I Do to More "Something Borrowed, Something New"
Season three, currently scheduled to premiere in November, promises to deliver more tears shed over old shredded threads.

[04/18/14 - 10:13 AM]
Video: "The Normal Heart" - Trailer (HBO Films)
The trailer will air this Sunday, April 20 just before "Game of Thrones" at 9:00/8:00c.

[04/18/14 - 10:02 AM]
Ariana Grande, Austin Mahone, Becky G, Zendaya, R5 and Fifth Harmony to Perform at the 2014 Radio Disney Music Awards
"Disney Channel Presents The Radio Disney Music Awards," a television special originating from the event, will be presented Sunday, April 27 on Disney Channel.

[04/18/14 - 09:32 AM]
Syfy's Hit Competition Series "Face Off" to Return for 7th Season in July
Season 7 will also introduce new judge, Lois Burwell, a renowned Academy-Award winning makeup artist known for her work on Lincoln, Braveheart, Saving Private Ryan, War Horse and War of the Worlds.

[04/18/14 - 09:30 AM]
Shakira to Sing "Empire" from New Self-Titled Album on Live Tuesday, April 22 Telecast of "The Voice"
In addition to the Grammy Award-winning Shakira, "The Voice" coaches Adam Levine and Blake Shelton will perform a song with their respective teams on the April 22 telecast.

[04/18/14 - 08:43 AM]
"Jimmy Kimmel Live" Scores Its Best-Ever Numbers at 11:35 p.m.
ABC spins the late-night numbers for Thursday, April 17.

[04/18/14 - 08:42 AM]
"Parenthood" Jumps 18% Versus Last Week in 18-49, Making It Its Top Episode in Three Weeks
NBC spins the numbers for Thursday, April 17.

[04/18/14 - 08:22 AM]
Thursday's Broadcast Ratings: "Scandal" Finale Powers ABC Into the Top Spot
The Alphabet takes home the adults 18-49 crown but falls just short as the most-watched network.