Cracking the Code: 2021 Survey Results on Millennials and Their Science Curiosity

Date: 
Wednesday, December 22, 2021
Resource Type:
Research Case Study | Research Products
Environment Type: 
Media and Technology, Broadcast Media, Websites, Mobile Apps, and Online Media
Audience: 
Adults | Museum/ISE Professionals | Scientists
Discipline: 
General STEM
Organization:
KQED, Inc., Texas Tech University, School of Media and Communication
Description: 

We started our three year National Science Foundation Cracking the Code: Influencing Millennial Science Engagement audience research in 2018 with a national survey of millennials’ media consumption habits. This survey was conducted by Jacobs Media Strategies and found, among other things, that millennials were the most science curious generation. This survey provided the groundwork for each of the studies that we have conducted over the past three years as part of our Cracking the Code: Influencing Millennial Science Engagement study. 

To wrap up our project, we conducted another large survey. The survey was designed by the KQED and Texas Tech University research team and was fielded by YouGov in August of 2021. We asked many of the same questions as the original survey, but we also surveyed more audiences (in addition to the nationally representative sample) and dug in deeper to questions that were generated as a result of the past three years of research. Because there is such a large amount of data to examine, we will be uploading several decks focused on narrower themes (e.g., YouTube, LatinX audiences) over the next several months. The first deck linked to below is our What Does the Future Look Like in Science Media? presentation and we also include the link to our related November 18, 2021 webinar.

Funder(s): 
NSF
Funding Program: 
AISL
Award Number: 
1811019
Funding Amount: 
$1,932,857
Funder(s): 
NSF
Funding Program: 
AISL
Award Number: 
1810990
Funding Amount: 
$152,034

Team Members

Sue Ellen McCannPrincipal Investigator
Sevda ErisSevda ErisCo-Principal Investigator
Asheley LandrumAsheley LandrumCo-Principal Investigator
Sarah MohamadSarah MohamadProject Manager

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