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Report Title:	Review of Literature and Secondary Research on Generation Y - Lessons to Apply in the Development of a Youth-targeted CDC Web Site
*Abstract:*	Generation Y has immense potential as a market for many different products and services. Members of Generation Y are currently between the ages of 5 and 22, and they constitute approximately one-quarter of the U.S. population. In the next decade or so, they are expected to outnumber Baby Boomers. They are already spending big money as well. In 1998, $168 billion in consumer spending was attributed to youths aged 4 to 19. This generation is an attractive market for more reasons than just shear size though. They have grown up in an era of relative economic prosperity, stability, and decreasing crime. Therefore, they are much more motivated and optimistic about the future than previous generations. They are very entertainment driven, and they are not afraid to spend money on items they desire. Due to these characteristics, marketers spend a lot of time and energy targeting these youths with items ranging from athletic shoes and hair clips to cars and computers. As a result, this generation is also the most marketing savvy and brand conscious generation in American history. Perhaps, the most significant defining characteristic of this generation is that it is the first to grow-up online. Youth today have never known a world without computers and digital connections. They are extremely comfortable with technology. As a result of the “connected” environment in which they live, members of Generation Y have come to expect quick, easy connections and interactivity. They have high expectations of most products and services, and do not hesitate to discard items that do not meet those expectations. Despite their optimism and prosperity, members of Generation Y face worries and pressures their parents may have never encountered. They are often concerned about not performing well in school, not having enough money, getting cancer or AIDS, and experiencing violence (e.g. gangs and school shootings) or peer pressure (e.g. such as to engage in alcohol, drugs, and sexual behavior). It is not just older youth who are facing these issues either. The pressures faced by kids today are happening earlier than ever before, which reveals the need for interventions at even younger ages. For example, about one-quarter of high school students have smoked a cigarette before the age of 13, and about one-third say they tried alcohol before the age of 13. In addition, nearly half of boys and girls in high school have already had sexual intercourse, and 3 million have already been infected with a sexually transmitted disease. They are also experiencing increased pressures and worries about their appearance, often eating too much or too little. About 40% of high school students have tried to lose weight in the last month, often resorting to unhealthy methods of weight reduction such as crash dieting, vomiting, or use of laxatives. At the same time, today’s youth are relatively inactive and often prefer to watch TV and surf the Internet rather than engage in physical activity. These statistics indicate an opportunity may exist to better educate and inform Generation Y about health issues and concerns in a way that improves their lives and futures. Fortunately, many vehicles exist for communicating with today’s youth about these issues. They are heavy users of traditional media such as television, radio, and magazines. Additionally, there are more youth-specific media outlets than ever before. This generation is also surfing the Internet in record numbers. Kids and teens are the fastest growing groups of Internet users. Today, approximately 17 million youth use the Internet, and this figure is expected to grow to 38.5 million by 2002. Jupiter Communications estimates, by 2003, 27 percent of Internet users will be under the age of 18. The Internet is becoming more and more prevalent in both homes and schools. Sources reveal that 24 percent of children aged 6 to 12 have Internet access at home. By 2002, that number is expected to reach 50 percent. Sources also report that 52 percent of youths use the Internet at school, and almost 95 percent of them use computers. Research indicates by 2002 there will be 20.2 million students with access to the Internet in the classroom. Additionally, by year-end 2000, 90 percent of public schools will have access to the Internet. These numbers reveal what a powerful tool the Internet is to reach this audience. The Internet also has a significant impact on this audience. Generation Y views the Internet as a natural and critical component of their future. Over half prefer the Internet to watching television, although usage penetration and time spent with this new medium still trails television by some distance. Some believe their preference for the Internet is driven by the idea that the Internet represents freedom and an escape from peer pressure. The Internet also reportedly caters to the preference for interactive entertainment over passive entertainment, which is traditionally delivered by other media. Today’s youth are receptive to educational messages on the Internet as well. More than 50 percent of youth say they use the Internet for help with homework, and more than 90 percent use the Internet to learn. They also use the Internet for research and to read online magazines and newspapers. Members of Generation Y also turn to the Internet for information about hobbies and things of personal interest. Some of the most popular online activities among youth include playing games, sending e-mail, and chatting online. Although boys and girls spend roughly the same amount of time online, girls and boys have different Internet preferences. Girls prefer to use the Internet for shopping and chatting, while boys prefer online gaming and information gathering. More specifically, girls like to spend time enjoying collaborative online activities, such as exploring characters, and sharing activities with friends. They value story lines, characters, worthwhile goals, social interactions, and creative activities or challenges. On the other hand, boys prefer short, interactive games that focus on competition. They value entertainment, action, adventure, challenge, and violence. Both boys and girls are very demanding consumers of Web content. Many reveal they want substantive and appropriate content that changes frequently. In addition, they want personalization and respect on the Internet, often seeking sites designed just for them. In terms of site formats, youths often say they desire more images (pictures) and less text. In addition, they want sites that are simple to navigate, feature few layers or choices, and have large or easy to read type. This has led some experts to recommend that sites have only three or four featured sections with prominent type. Color appears to have equal significance; blue conjures images of “success,” “intelligence,” “trust,” and “welcoming”; red represents “speed” and “warmth”; yellow depicts “playful” and “easy”; and black indicates “complicated,” “outdated,” and “high-tech.” There are a lot of opportunities on the Web right now to develop relevant health content and partnerships for the youth market. Currently, America Online is the dominant youth service provider. The Kids Only channel on AOL has the largest audience of kids under 12 of any other online service provider. AOL is also the top online service provider for teens. Yet, AOL does not have a specific area for health information for kids and teens. This fact may point to a significant opportunity to reach a lot of youths with health messages and education. There may also be many other sites that want health information and links for youth, but do not want to develop their own content in this area. Parents also represent a large audience for health-related Web content. Research indicates family households represent 42 percent of total online households or 18.5 million households. This statistics indicates the Internet may be an effective method for reaching parents as well as their children. Parents today are also concerned about the health and safety of their kids. In 1977, 30 percent of parents feared for their child’s safety at school. In 1999, that number had increased to 52 percent. Parents need resources to answer their questions about these issues, and to help them communicate with their children about them as well. Teachers would benefit from relevant health and science education materials on the Internet as well. Youths are increasingly going online at school, and teachers need effective teaching resources on the Web to use in the classroom. There are currently tools teachers can use for health and science classes, but the national education standards for these subjects are aggressive. Additional tools could help teachers better meet the goals set for educating youth about health and science. Additionally, a lot of the current sites promoted to teachers are commercial sites developed by marketers to reach young consumers. An objective source of information and quality educational materials may be more credible and useful to this audience.
	Details...
Agency:	Centers for Disease Control and Prevention
Date of Report:	1/1/2000

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Report Title:	Summary of OWH Focus Group: Web Modules and Poster Pretest
*Abstract:*	For the Office on Women’s Health (OWH) adolescent girls’ project, Educational Services, Inc. (ESI) conducted a focus group on August 31, 2000 with nine adolescent females aged 12 to 14. The two main purposes of the focus group meeting were to: (1) Obtain insight into how adolescent girls perceive and prioritize health issues – particularly nutrition, fitness, stress, growth and development, and wellness; (2) Pre-test a poster designed to motivate girls 12 to 14 years of age to adopt healthy behaviors and to seek health information on an OWH web site. The findings of the focus group will be incorporated into the development of five modules on the subjects of nutrition, fitness, stress, growth and development, and wellness for an OWH-sponsored girls’ health web site. Additionally, feedback from the focus group will be integrated into the final design and content of a poster targeting adolescent girls, planned for distribution to health care providers and school personnel.
	Details...
Agency:	OPHS: Office on Women’s Health
Date of Report:	8/31/2000

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Report Title:	Youth Media Campaign: Summary of Interviews Regarding Kids with Disabilities
*Abstract:*	In-depth interviews (10) were conducted with individuals who either represented organizations that promote physical activity for individuals with disabilities or experience in developing messages for individuals with disabilities. Individuals provided responses on a number of issues facing children with disabilities including the type of activities that should be provided, motivating fators that encourage physical activity, barriers and challenges to adopting a more physically active lifstyle, and the type of messages that would most appeal to this population.
	Details...
Agency:	Centers for Disease Control and Prevention
Date of Report:	6/24/2004

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Report Title:	2004 School Board Member Survey Results: Nutrition and Physical Activity for The Examination of Communication Factors Affecting Policymakers
*Abstract:*	A 84 question survey regarding nutrition and physical activity-related issues was administered to school board members using a stratified random sampling strategy(n=210). The survey was based upon an earlier survey administered in 2001 that looked only at nutrition-related school policies. The survey covered a number of topics including review of individual school districts' nutrition and physical activity policies, the impact of professional development and training on nutrition-related school health decisions, and perspectives regarding various nutrition-related policies.
	Details...
Agency:	Centers for Disease Control and Prevention
Date of Report:	11/1/2004

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