Matthew Robson was lucky enough to get a two week internship at Morgan Stanley (or maybe Morgan Stanley were lucky enough?) and was asked to write about teenage media consumption for the bank. What he wrote has generated massive response in the banking sector and elsewhere. Check TimesOnline for the whole story. It fascinated me:
The world according to Matthew Robson aged 15 and a half:
“Teenagers do not listen to the radio, he wrote, preferring online streaming sites, nor do they ever buy music. Games consoles “now… connect to the internet, voice chat is possible between users… one can speak for free over the console so a teenager would be unwilling to use a phone,” he wrote.
He told The Times that at home he usually communicates with his male friends while blowing up terrorists on the action game Call of Duty. “You use a mobile phone if you want to talk to girls,” he said, as “only about one in fifty girls plays computer games.”
Girls are a lot more prone to spend their time on social networking sites. Matthew uses Facebook but his accounts with Piczo and Bebo have lapsed and Twitter is strictly for the elderly. “It’s aimed at adults,” he said. “Stephen Fry is not particularly cool. Also, for the cost of one tweet you could send quite a few text messages.” As no teenagers followed each other’s profiles, tweeting was “pointless”.
He believes cost is a critical factor in the teenage market as “no one has any money”. “Eight out of ten teenagers don’t buy music,” he said. “It comes from limewire, blogs or torrents.” Meanwhile, pirated DVDs generally cost £2 and go on sale even as the films are in the cinema.
With online sites streaming music for free they do not bother, as services such as last.fm do this advert free and users can choose the songs they want instead of listening to what the radio presenter/DJ chooses
No teenager that I know of regularly reads a newspaper, as most do not have the time and cannot be bothered to read pages and pages of text while they could watch the news summarised on the internet or on TV
Facebook is the most common, with nearly everyone with an internet connection registered. On the other hand, teenagers do not use Twitter
They are very reluctant to pay for it (most having never bought a CD) Teenagers from higher income families use iPods and those from lower income families use mobile phones
Real directories contain listings for builders and florists, which are services teenagers do not require. They can get the information free on the internet
“Most teenagers enjoy and support viral marketing… Teenagers see adverts on websites (pop-ups, banner ads) as extremely annoying and pointless…they are portrayed in such a negative light that no one follows them.”
Teenagers visit the cinema more often when they are in the lower end of teendom but as they approach 15 they go to the cinema a lot less. This is because of the pricing; at 15 they have to pay the adult price. Also it is possible to buy a pirated DVD of the film at the time of release, and these cost much less than a cinema ticket
The general view is that Sony Ericsson phones are superior, because of their long list of features, built-in Walkman capacity and value.
So there you are!
How do I (not quite a teenager) stack up!
– I have a Sony Ericsson phone!
– I hate paying for music!
– Don’t watch many movies
– Need a new radio which I enjoy at night
– I’m active on Facebook and Twitter
– I hate pop up and pop under ads
– Generally don’t like phone calls and prefer sms
– I’d never heard of Limewire – I just downloaded it
– I’d been trying to sort out Torrent for some days when I read this!
– Only glance at newspaper headlines these days.