MTV, Nickelodeon, and Microsoft commissioned an international study of youth and technology, and with 18,000 surveyed, it is being heralded as the largest study of its kind. The report is titled “Circuits of Cool/Digital Playground.”
I haven’t seen or read the actual study. I learned about it through a United Business Media wire story posted at CNNMoney.com and elsewhere. Judging by the companies involved with the study and the general tenor of the wire article (big emphasis on data’s marketing value), I am surprised more folks in the edtech arena haven’t picked it up.
The statistics and cultural insights generated by the study are really interesting, but it’s a little discomforting when big business and media giants are the ones generating the data for their own use.
There is one quote by an MTV veep that I keep turning over and over in my head: “For kids and young people, ‘tech’ isn’t a separate entity now, it’s organic to their lives,” said Fahey Rush. “They are completely focused on functionality.”
Is this just a carefully crafted way of commercializing “web 2.0”? Does that diminish the value of the study’s findings?