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Meet the MilleXZials: Generational Lines Blur as Media Consumption for Gen X, Millennials and Gen Z Converge

MD Staff

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American consumers’ appetite for streaming video continues to grow, and they have no qualms shelling out cash for original content, according to Deloitte’s 12th edition of the “Digital Media Trends Survey” (formerly the “Digital Democracy” Survey). The report found that 55 percent of U.S. households now subscribe to at least one video streaming service, a 450 percent increase since 2009.

The survey found, on average, Americans watch 38 hours per week of video content (39 percent of which is streamed), nearly the equivalent of a full-time job. With over 200 streaming video on demand (SVOD) options in the U.S., the average streaming video subscriber is paying for three services resulting in U.S. consumers collectively spending $2.1 billion per month on SVOD services. High-quality original content appears to be driving an increase in streaming with nearly half (48 percent) of all U.S. consumers streaming television content every day or weekly, up 11 percent year-over-year.

Conversely, the report found pay TV subscriptions declined for the first time in recent years with 63 percent of households still subscribing to a traditional Pay TV service, down from 75 percent. Pay TV’s decline is especially pronounced among Generation Z (ages 14-20), Millennials (ages 21-34) and Generation X (ages 35-51).

“Consumers now enjoy unparalleled freedom in selecting media and entertainment options and their expectations are at an all-time high,” said Kevin Westcott, vice chairman and U.S. media and entertainment leader, Deloitte LLP. “The rapid growth of streaming services and high quality original content has created a significant opportunity to monetize the on-demand environment in 2018.”

Pay TV penetration declines

With video streaming enabling unprecedented choice and access to content, consumers perceive a widening gap between their expectations and what pay TV companies deliver, according to the report:

  • Nearly half (46 percent) of all pay TV subscribers said they are dissatisfied with their service and 70 percent of consumers feel they get too little value for their money.
  • Among respondents who said they no longer have a pay TV subscription, 27 percent reported they cancelled their service within the last year.
  • Furthermore, 22 percent of millennials say they have never subscribed to a pay TV service.
  • Twenty-two percent of all consumers without pay TV say they don’t watch enough TV to justify the expense and another 19 percent say they simply cannot afford it.
  • Fifty-six percent of current pay TV subscribers say they keep their pay TV because it’s bundled with their home internet access.

“As video streaming and demand for original content continue to grow, traditional and premium cable broadcasters will continue to rethink their business models,” continued Westcott. “Media companies are increasingly going direct-to-consumer with their own digital streaming services and snackable content. Ultimately, one challenge we see is that consumers may be reluctant to pay for exclusive content on top of their other paid subscription services and this may lead to some form of re-aggregation as limits on consumer spending could potentially hinder the growth of content platforms.”

The emergence of MilleXZials: 50 is the new 20

This year’s data indicates a convergence of media behavior across three key demographics. Gen X emerged as cutting-edge adopters of digital media embracing the digital media behaviors already adopted by Gen Z and millennials. Deloitte calls this combined demographic group “The MilleXZials.”

  • Seventy percent of Gen Z households had a streaming subscription, closely followed by millennials at 68 percent and Gen X at 64 percent, respectively.
  • About 70 percent of Gen Z and millennials stream movies compared with 60 percent of Gen X on a weekly basis.
  • Binge-watching behavior also witnessed a convergence among MilleXZials:
    • Ninety-one percent of Gen Z, 86 percent of millennials and 80 percent of Gen X binge-watch TV shows.
    • More than 40 percent of millennials binge watch weekly, and they watch an average of seven episodes and six hours in a single setting.
  • Ninety-six percent of MilleXZials multitask while watching TV.

“Millennials were the first generation to embrace streaming media and watching video content on smartphones,” said Dr. Jeff Loucks, the executive director, Deloitte Center for Technology, Media and Telecommunications, Deloitte LLP. “Some hoped that as millennials got older, they would settle down and watch pay TV. Instead, their Gen X parents are acting more like millennials, using streaming services, watching TV shows, movies and sports on smartphones and binge watching.”

Consumers want more control over their personal data

Consumers are increasingly concerned about putting their personal data online. The study found 69 percent of consumers believe that companies are not doing everything they can to protect their personal data. However, 73 percent of all consumers said they would be more comfortable sharing their data if they had some visibility and control and 93 percent of U.S. consumers believe they should be able to delete their online data when they want.

The 12th edition of Deloitte’s Digital Media Trends survey provides insight into how five generations of U.S. consumers interact with media, products and services, mobile technologies and the internet. This year’s U.S. data was collected in November 2017 and employed an online methodology among 2,088 consumers.

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Nuclear Technology Helps Develop New Barley Variety in Kuwait

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The IAEA has provided support to Kuwait in practical training on mutant identification and selection of barley mutant population in the field. (Photo: L. Jankuloski/IAEA)

New home-grown barley varieties developed using irradiation with the support of the IAEA and the Food and Agriculture Organization of the United Nations (FAO) are in the final stages of development and will be ready to be released to farmers for production in coming years.

“Modern plant breeding technologies ensuring sustainability and conservation of scarce natural resources are of paramount importance in achieving national food security and the enhancement of biodiversity,” said Habibah S. Al-Menaie, a senior research scientist in the Desert Agriculture and Ecosystems Program of the Kuwait Institute of Scientific Research (KISR). “Joining the FAO/IAEA coordinated research projects in the area of mutation breeding has led to the development of several barley mutant lines with improved yield and quality under Kuwait’s environmental conditions.”

As arable land is limited to small areas, 95% of the country’s food and animal fodder is imported. Barley is a preferred crop for cultivation, because it is relatively drought tolerant and therefore one of the most suitable crops for an arid country like Kuwait. Having high yielding home grown crops is among the key objectives of the country’s agricultural programme to enhance food security.

“Increased agricultural production in Kuwait is a major challenge due to several constraints such as drought, salinity, limited water sources, limited plant genetic resources, low percentage of arable land and unpredictable climatic events,” said Al-Menaie.

The development of new varieties with improved traits is just the first step towards increasing yields. Optimizing water and nutrient use efficiency helps ensure that the new improved varieties live up to their yield potential and provide agronomic, environmental and economic benefits. “Efficient crop production requires the establishment of appropriate soil, water and crop management practices in the field. In this regard, soil moisture levels are monitored to develop effective strategies for resource efficient crop production. It increases the efficiency of the agricultural production and conserves natural resources,” Al-Menaie said.

This is a major step forward for the country’s small agriculture industry, said Nader Al-Awadi, the Executive Commissioner for International Cooperation at KISR. Drought, salinity and diseases have historically limited staple crop productivity in Kuwait. The lack of crop varieties optimized to local environmental conditions and improper soil, water and nutrient management practices have hindered sustainable and efficient agricultural production so far, he added.

Mutated barley — the next generation

Mutation induction by radiation rapidly increases the genetic diversity necessary to produce new and improved varieties and is thus advantageous over traditional breeding. “There was no crop mutation work until cooperation commenced with the FAO/IAEA Programme and equipment was received for plant propagation and screening purposes,” Al-Menaie said. With the view to develop the new barley varieties, the growth and yield performance of introduced barley varieties and lines from other countries were evaluated under Kuwait’s environmental conditions. The best adaptable varieties were identified, and the seeds were subjected to induced mutation using gamma rays.

New mutant lines have been generated and they are now examined for drought and salinity tolerance. The selected mutant lines will be advanced, which then can be multiplied for planting. “It’s a long process, but we are about to see the life-changing results, which will have a great impact in the agricultural sector of Kuwait very soon,” Al-Menaie said.

Changed attitude: Increasing farmer awareness

One of the major challenges was explaining to farmers the safety of the new mutated barley lines developed. “When they heard that ‘nuclear techniques’ were used to create improved barely seeds, they got scared,” Al-Menaie said, adding that the authorities encouraged land owners and farmers to participate in crop mutation technology workshops. These provided in-depth information and resulted – over time – in a changed attitude amongst farmers, she said.

Eisa Al-Hasawy, the Chairperson of the Kuwait Dairy Company, pioneered farmers’ support to KISR efforts to promote the benefits of the new mutated barley. “We are happy that on our sandy soil, with little or no water, the new barley variety will be produced to benefit our people and hopefully lead to us exporting barley in the future,” he said. “Working at the grass root level with local farmers was vital to overcoming their fears and traditional mindset.”

Training and enhancing expertise

The FAO/IAEA support has been key to the success in developing the new barley variety. Through technical cooperation and coordinated research projects, the training in integrated crop mutation techniques as well equipment provided to the KISR plant and soil laboratories have helped scientists to gain a better understanding of how nuclear techniques such a gamma ray induction for crop mutation can help to have better crops, Al-Menaie said.

For barley to grow and produce seeds, soil moisture is critical, for which the FAO/IAEA Programme’s support to KISR’s soil and water section, through training and equipment, has been an added value, she said.

To assess the moisture levels in soil, and to ensure every drop of water is used, the FAO/IAEA experts provided training on soil water management and soil moisture equipment, including the use of the cosmic ray neutron sensor to assess water availability to the crop. The cosmic ray sensor monitors soil moisture over up to 20 hectares, a much bigger footprint compared to conventional moisture sensors, said Abdullah Salem Alshatti, the principal researcher at the KISR Soil Department.

The moisture in the soil is tracked in real time and the data acquired helps develop effective strategies to optimise supplemental irrigation to have soil moist to a level that benefits crop production, he said. “Data collected from the cosmic ray sensor also helps to develop precise action to conserve moisture in the soil by using dry weeds and tree barks on the top soil to preserve wetness”.

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Toward Closing the Gender Gap in Nuclear Science

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Philippine students do hands-on experiments to learn about nuclear science. (Photo: M. Gaspar/IAEA)

Authors: Miklos Gaspar and Margot Dubertrand*

Women make up less than a quarter of the workforce in the nuclear sector worldwide, hurting not only diversity within the industry, but also competitiveness, experts have said. Many organizations, including the IAEA, are actively working to increase the share of women in all job categories.

“Although there are many talented and highly-skilled women within the nuclear industry, we are still vastly under-represented. There is still work to do,” said Gwen PerryJones, Executive Director of Operations Development at the Wylfa Newydd nuclear power plant in the United Kingdom. “Diversity in the workplace benefits us all, and I fully support initiatives that encourage women to enter the industry and help them see routes to senior positions.”

Women who have made it to leadership roles are making a significant contribution. Muhayatun Santoso, a senior researcher at Indonesia’s National Nuclear Energy Agency (BATAN), has led ground-breaking research into the use of nuclear techniques to measure air pollution in many of Indonesia’s cities. Her work contributed to Bandung, Indonesia’s third largest city, receiving the ASEAN Environmentally Sustainable Cities Award in 2017.

“Air pollution is a major problem across urban areas in Indonesia, with a surge in industrial activity and traffic increasing the amount of toxic substances in the air,” she said. “I am proud to be able to help my country tackle this major problem.”

Agneta Rising, Director General of the World Nuclear Association, is a leading specialist on nuclear energy and the environment. While she was Vice President for the Environment at Vattenfall AB, Sweden’s state-owned nuclear and hydropower operator, she headed a pan-European department focused on energy, environment, and sustainability. She is also the co-founder and former President of Women in Nuclear (WiN). During her presidency, WiN quadrupled in size.

“Women are essential to the strong development of the global nuclear sector. To be the most competitive, a business needs to have the best people working for it. The nuclear industry should have programmes to attract and recruit women, otherwise they would be missing out on the competitive advantage their talents could bring,” said Rising. “When the workforce better reflects the diversity of society, including the representation of women, it also helps to build society’s trust in nuclear technologies.”

At present, women make up only 22.4% of the workforce in the nuclear sector, according to data from the IAEA.

Women in Nuclear

The goal of WiN, a non-profit organization with 35,000 members in 109 countries, advocates for stronger roles for women in nuclear science and technology and to increase awareness of the importance of gender balance in historically maledominated fields. It also promotes these areas to women making career choices.

“While there is a growing proportion of women in senior technical positions in every branch of nuclear science and technology, women are still under-represented,” said Gabriele Voigt, President of WiN and former manager of nuclear facilities and laboratories in Germany and at the IAEA.

“Part of the problem is that too few young women study science, technology, engineering, and mathematics in secondary and higher education,” she said. “Another issue is the omnipresent glass ceiling and bias — whether conscious or unconscious — that is difficult to confront in the work environment.”

WiN is helping to change that by increasing girls’ exposure to nuclear-related topics from a young age and by building a strong network of women and creating access to role models for the next generation. Some countries, including with the help of the IAEA, are introducing nuclear science to high school students with a particular emphasis on girls.

“Presenting science, and particularly nuclear science, to girls at an early age is the best way to achieve a higher proportion of female scientists in this field,” said Micah Pacheco, regional science supervisor at the Philippines’ Ministry of Education, under whose watch several schools in the Manila area have introduced nuclear science and technology education programmes. “Nuclear is fun — girls should see that!”

The IAEA’s progress on gender parity

As of the end of 2017, the proportion of women in the professional and higher categories at the IAEA reached 29%, compared to 22.5% ten years earlier. Director General Yukiya Amano has stated that he would like to achieve gender parity at the most senior level by 2021.

“The Agency has taken concrete steps to improve the representation of women in the Secretariat through targeted recruitment efforts and awareness-raising activities, and we’ve seen improvement in the representation of women at the Agency,” said Mary Alice Hayward, Deputy Director General and Head of the Department of Management at the IAEA. “But we are conscious of the challenges that remain. Gender equality in the workplace requires more than improving the statistics — it also means making sure the IAEA is a place where women want to work.”

This includes creating a supportive environment, such as flexible working arrangements that enable staff members to combine work and family responsibilities, as well as special outreach campaigns to young women highlighting the benefits of working at the IAEA.

An example of success in reaching gender parity in senior roles at the IAEA was in the Division of Information Technology. While it is historically a male-dominated field, an active campaign and sourcing strategy resulted in targeted outreach to many qualified women candidates.

At the Office of Legal Affairs, the majority of professional staff are women.

“Not only do we have a female Director, two of the three Section Heads are also female, meaning 75% of the senior staff are women,” said Director Peri Lynne Johnson. “Furthermore, we have 11 female lawyers and ten male lawyers, and we try to ensure parity among our interns.”

*Margot Dubertrand, IAEA Office of Public Information and Communication

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We need to build more networks of women in science

MD Staff

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photo: UN Environment

Why science?

I was born in Dar Es Salaam, Tanzania with family roots in Usangi, near Mount Kilimanjaro. I was lucky. My parents were community organizers in our village, educated in finance and economics during pre-independent Tanzania. They were not scientists, but they had a clear vision for all their six children—that we would all study science. So it was a bit of a nudge followed by encouragement. They were firm believers that we needed a strong grounding in science so we could analyze the world and do anything we wanted to. They believed science provided strong analytical foundation and flexibility to pursue either science or non-science careers later in life. I am grateful for my parents’ vision of science for their girls and boys.

We were an unusual family compared to the norm in East Africa at that time. Some of my brothers are now doctors, engineers, accountants, and I have a sister who audits information technology systems for a living. A lot of people commented that it wasn’t the “right profession for women” but I was drawn to science because I was curious. And no matter what else I do in life now, I find I have that tendency to prod people and ideas a bit more than is typical.

How hard was it to grow up in East Africa with an interest in science?

In the ‘70s and ‘80s when I was growing up, there were a lot of good missionary schools which had a strong grounding in science. But it was not common for a girl to take physics, chemistry and biology. I had a wonderful headmistress and mentor, Mama Kamm, who believed that girls should do science, and cooking, and needlework! I then obtained a degree in immunology and biochemistry. But it became clear to me how male-dominated this field really was when I went to science competitions or events, and found myself one of the very few women participating. It seemed daunting at the time, but it helped me build the resilience I would later need to work in other male-dominated environments. That, and growing up with four brothers and a family that allowed me to compete with them.

What obstacles did you face when you left Tanzania?

I went to Glasgow, Scotland to pursue a science degree and found that if there were few women studying science at university, even fewer were from Africa. So there, I became a young African woman scientist. It was isolating, and I really had no one to look up to as a role model. This was one of the hardest parts of pursuing science. When I moved to Canada to study microbiology and immunology, it was clear that I had to work much harder than my male colleagues because expectations were so much lower for me as an African woman. I also learned that I needed to develop my own support networks for my science ambition. Because I was abroad, I had to be open to networking with non-Tanzanians: my interest in science became the glue of some of the relationships I developed then.

What perceptions need to change so more girls and women choose science as a career?

Family perception is everything. I was lucky, but not many are. Second, is the perception of your peer group. A lot of who you become in life is influenced by the people around you in your formative years. Third, societal pressure is a big hindrance. How are you perceived by your neighbours, or your friends or teachers? I think that as a girl in science you have to find a way to persevere despite those three levels of pressure. It is important to find how to build networks of women like yourself, and call on them for support and reassurance. Many of my classmates in the girls boarding school where I grew up run important scientific institutions in Tanzania, and even now, no matter where I am in the world, I reach out to this group of friends for support. Our headmistress Mama Kamm transformed the science and girls agenda in Tanzania—we still look up to her for inspiration and admiration. We have our own cohort of women who studied science. But you also have to remember that your network has to include men, because as women, we can learn from them and also count on them as our champions to change some of the misconceptions about girls and science. For example, in my case, I observed early on that my male peers tended to question authority and decisions much more than I did. When I first left Tanzania to study science, it never occurred to me to ask why my paper hadn’t been published, but a man will never shy away from asking that question. I decided to learn from these colleagues and adjusted my professional behavior accordingly.

How can more girls and women choose science as a career?

You have to address self-doubt because expectations from women are often very different and lower than from our male peers. We need to have many more role models. When I was growing up, there were not many women I could look up to and think “I want to be like her.” But technology has made finding these role models so much easier today. We need to use our personal stories to inspire girls. Science provided me with the fundamental DNA to do anything in my life. So while I started my career as a researcher, I later branched out to public health and policy, and today, to environment. It was my scientific foundation that made this possible. This is what I really enjoy about my new role at UN Environment: we inform the global environmental agenda through work that is grounded in science. And so the curiosity continues.

What opportunities do environmental science offer?

Environmental science is a rapidly expanding field, and as our awareness of environmental issues grows, there are more career options within environmental science for girls and women. You can pursue a degree in public health and decide to focus on environmental pollution, for example. So there are many more opportunities and options. For women, life is never clear cut and dry, no matter how much we try—we are far more nuanced in our approach to just about anything, including science. This is why I feel environmental science can only become stronger if we have more women in research, because we often bring the human angle into the science. For us to make a difference in this field, we have to start with and think of people and humanity—the social aspects of environment are equally important. These are exciting opportunities for girls and women!

UN Environment

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