Gustavo Ballvé on April 16th, 2010
Home, Industries, Media, Tech

We came across a report by the Kaiser Family Foundation (a source we’ve always checked for Healthcare stats) on the media usage of 8 to 18-year-olds and it’s loaded with interesting stats (highlights, additional links and documentary inside). Some things translate to Brazil better than others, and this report is full of “traps” in that regard. Overall, it’s quite useful for those interested in Media and Tech.


(i) kids are spending more time on books than 10 years ago, but much less on magazines and newspapers.

(ii) iPod/MP3 penetration went from 18% in 2004 to 76% in 2009 – no wonder growth rates have stagnated.

(iii) handheld video games rose more than twofold in usage since 2004.

(iv) Black and Hispanic kids spend much more time than White kids consuming media each day, to the tune of 4.5 additional hours each day.

(v) more media consumption is correlated with lower grades.


1) 27-page Presentation about the report – lighter reading than the full, 85-page report.

2) Webcast of the presentation

Documentary: Yes, there’s even a documentary:

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