NEW YORK, June 26 /PRNewswire/ -- Today's millennial girls (ages 13-24)
say they have more opportunities than prior generations of women ever had,
but feel stressed about having to "do it all." This is according to The N's
new research study, "The Story of Girl," which assesses the state of the
millennial girl. Key findings indicate that these young girls are happy and
optimistic, but worry more than their male peers about school, money, their
future and their appearance, respectively. They also say they are growing
up without role models outside of their own personal lives: millennial
girls say they are not looking to Hollywood celebrities as influencers, for
instance, but instead rely on themselves or their mothers as primary role
models. Additionally, this generation is extremely tech-savvy -- splitting
their time among at least two-dozen tech-related activities everyday. The
N, available in 64 million U.S. homes, is Nickelodeon's 24-hour basic cable
network exclusively for and about teens.
"Today's millennial girls say they are growing up in a world with
boundless opportunities," said Ron Geraci, Senior Vice President of
Research and Planning for Nickelodeon/MTVN Kids and Family Group. "The
young women of this generation are more self-assured and more tech-savvy
than ever, but stress is also becoming one of their hallmarks because they
feel they have so much to accomplish. They are shifting the definition of
success from having it all to doing it all."
"The Story of Girl" research conveys insights from females 13-24
years-of-age and includes qualitative discussions and national
representative quantitative surveys. The study was fielded from winter 2007
until April 2008.*
Highlights from the study include:
Belief in Equal Opportunity, but Know There's Room to Grow
Research findings indicate that girls 13-24 believe that traditional
roles have changed and there are more opportunities for them today than
past generations, but there is still room to grow.
-- 86% of girls say they have prior generations of women to thank for all
the opportunities they have now.
-- 59% of girls believe they are smarter than their male counterparts and
more than four out of ten girls (43%) believe they will earn more money
than their spouse.
-- While 34% of females 13-24 believe that women have achieved equality
with men, 85% still believe a double standard exists and 84% believe
women are still discriminated against in the workplace.
-- Girls surveyed say it's easier for males to become CEO (62%), get
promoted (45%), have a good job (28%) and have it all (23%).
Overall, It's Good to be a Girl
-- 72% of girls believe there has never been a better time to be a female.
-- 29% of girls believe that because there are more opportunities for
women today like owning their own businesses or getting a good
education.
-- 16% feel it's due to greater freedom and independence than the
generations before them.
-- 60% of girls describe themselves as happy.
-- Girls define success broadly -- basing it mostly on how happy they are,
if they have a job they love or if they have a good balance of work and
personal life.
Stressed Out with So Much To Do!
Millennial girls today feel stress, more so than their male
counterparts, from the desire to "do it all."
-- 43% of girls describe themselves as stressed out, as opposed to only
19% of guys; and 75% often feel overwhelmed by everything they do.
Girls say they stress about everything, including: school (72%); the
future (72%); money (71%); homework (70%); and their appearance (61%).
-- Girls stress the most (48%) between 17- and 18-years-old, as they are
about to enter college or as the reality of financial responsibilities
takes hold.
Whom to Look Up to
Teen girls today say they are growing up without clear role models
outside of their personal lives, so tend to look inward and to their
parents as role models or to their mothers.
-- More than one third (34%) of girls look up to themselves or do not have
a role model at all.
-- One quarter (25%) of girls look up to there moms as their primary role
models.
-- Only 6% of girls said a famous athlete, musician or singer, actress or
actor, author or writer is their role model.
Full Tech Immersion
Qualitative research shows that television is primarily used among
millennial girls but in their day-to-day lives, they are positively
immersed in technology. They identify at least two dozen technology-centric
activities they engage in every week, including:
-- Watching television;
-- Surfing the net;
-- Listening to music;
-- Watching DVDS;
-- Blogging;
-- Shopping online;
-- and reading newspapers and magazines.
About The N
The N, the 24-hour TV network exclusively for and about teens, is
currently available in 64 million households via cable, digital cable and
satellite, as well on mobile, VOD and broadband. The N's distinct
perspective connects its audience to the electricity and possibilities of
teendom, anytime and anywhere, with original series and ever-popular
favorites. The N's Emmy Award-winning website, The-N.com, paired with
sister site Quizilla.com, makes The N the number-one online destination for
teens. The N and all related titles, characters and logos are trademarks of
Viacom Inc. (NYSE: VIA and VIA.B).
*Specific details about methodologies used in the research presentation
are available upon request.
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