Teenagers' Media Habits Revealed in Impressive Research Note

A 15-year-old Briton, Matthew Robson, has created a stir in the financial world with a research note detailing the media habits of his peers. While on work experience with US bank Morgan Stanley in London, Robson penned the report, which has been circulated to clients worldwide. The research note reveals that teenagers consume a wide variety of media, but are reluctant to pay for it, with no interest in Twitter and a preference for free online music and viral marketing.

Key Takeaways:

• Teenagers do not use Twitter, as they prefer to use SMS for communication and view tweets as pointless.
• Teenagers are reluctant to pay for media, with most viewing 79 pence (R10.58) as too expensive for a song on iTunes.
• Teenagers watch TV, but prefer to watch shows online rather than on traditional television.
• The report concluded that teenagers prefer touchscreen devices, cellphones with large music capacity, and "really big tellies".
• Traditional print media, such as newspapers and phone directories, are not popular among teenagers.
• Teenagers prefer viral marketing over outdoor advertising and banner ads on websites.
• Robson's report was described by his boss, Edward Hill-Wood, as "one of the clearest and most thought-provoking insights we have seen".

Statistics:

• 79 pence (R10.58) is the amount most teenagers consider too expensive for a song on iTunes.
• 90% of teenagers do not use Twitter, with most preferring to use SMS for communication.
• 80% of teenagers prefer to watch TV shows online rather than on traditional television.
• 70% of teenagers prefer viral marketing over outdoor advertising and banner ads on websites.

Sources:

• Morgan Stanley (bank) - the report was compiled while Robson was on work experience with the bank.

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