New Ways of Working Network

According to a study conducted by researchers at Ball State University's Center for Media Design (Spring, 2009) and sponsored by Nielsen, very few generational differences in actual (behavioral) use of different types of media exist. The actual behavior of 350 individuals was recorded in 10-second increments for 952 days.

TV remains the dominant medium, but computers have replaced radio for the second spot.

Number of minutes with various forms of media was "almost identical for every age group" with the exception that 45-54 yr.-olds spend an extra hour in front of screens (TV; computers; mobile devices).

Multi-tasking was also very similar for 20's, 30's, 40's & 50's, with the sole exception that after age 55, people do begin to slow down somewhat on their multi-tasking.