A few weeks ago I referenced some Adweek data on what we do when watching TV, and I went off on all the ways we can access multiple media sources simultaneously. I shared a few of my own examples, but another Adweek report on Neilsen data points out how my media appetite differs from today’s high school grads – and in some cases aligns. In doing so, it sheds light on where technology is taking all of us media consumers. The data shows that grads watch only 11 hours of TV (I watch much more…but I’m usually reading, surfing or texting at the same time), but they are watching much more mobile video. Here, we’re on the same page, as I’d guess is the case with most generations, as mobile video becomes more functional on devices like smartphones, tablets and laptops. The research showed that grads send over 3000 text messages a month – twice as many as 18-24 year olds (and about 2900 more than I do). Not surprisingly, these texting grads talk less, and here again we’re moving in the same direction: increasingly I rely on texts and emails more than phone conversations (not always a good thing – there are times when we need to maintain the personal connection of phone and face-to-face conversations). And finally, nearly 80 percent of these grads surveyed visit social networks and blogs. I’m sure this is far greater than my generation, but it’s clear we’re all moving in this direction. It’s not news that we’re seeing a rise in texting, mobile video and social networks, but the totals associated with this year’s high school graduates tell us just how quickly and dramatically these technologies are changing media consumption – and changing how PR people must communicate with the audiences we need to reach.

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