At least one teen in London is having his say about what teens do online and how they manage their media and digital technologies. Matthew Robson, a 15-yr. old intern at Morgan Stanley London, wrote a report called How Teens Consume Media, which has struck a chord in Britain's financial district.
The UK Guardian wrote...
"The US investment bank's European media analysts asked Matthew Robson, an intern from a London school, to write a report on teenagers' likes and dislikes, which made the Financial Times' front page today. His report, that dismissed Twitter and described online advertising as pointless, proved to be "one of the clearest and most thought-provoking insights we have seen – so we published it", said Edward Hill-Wood, executive director of Morgan Stanley's European media team.
The intro to the report summarizes Robson's findings:
"There are several issues that immediately jump out from the piece. Teenagers are consuming more media, but in entirely different ways and are almost certainly not
prepared to pay for it. They resent intrusive advertising on billboards, TV and the Internet. They are happy to chase content and music across platforms and devices (iPods, mobiles, streaming sites). Print media (newspapers, directories) are viewed as irrelevant but events (cinema, concerts etc.) remain popular and one of the few beneficiaries of payment. The convergence of gaming, TV, mobile and Internet is
accelerating with huge implications for pay-TV."
And apparently none of his peers use Twitter.
The report finishes with a What is Hot and What is Not section. Excellent.
What is Hot?
•Anything with a touch screen is desirable.
•Mobile phones with large capacities for music.
•Portable devices that can connect to the internet (iPhones)
•Really big tellies
What Is Not?
•Anything with wires
•Phones with black and white screens
•Clunky ‘brick’ phones
•Devices with less than ten-hour battery life
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