There's no Time Like the Present for Today's Girls, According to The N's New Research Study 'The Story of Girl'

NEW YORK, June 26, 2008 /PRNewswire via COMTEX/ -- VIA | Quote | Chart | News | PowerRating -- 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.

SOURCE Nickelodeon

http://www.nick.com

More News:   Market Updates | Stock Alerts | All Trading News | Stock Index