Matthew Robson, aged 15 and 7 months has emerged as an unlikely planning superstar thanks to a report he wrote while at an internship at Morgan Stanley. His colleagues at the company were so impressed with the insights on how teens consume media, they decided to publish it. You’ll be familiar with a lot of findings, but key highlights include:
- Teens don’t listen to much radio
- Most teens don’t read newspapers. Those who do, read free newspapers
- Most teens play console games. PC games require expensive hardware that teens can’t afford
- Almost all teens have access to the internet and use it for social networking and research
- Teens are reluctant to use Twitter because it uses up mobile phone credit
- Teens find ads on websites annoying but they like viral and inventive outdoor advertising
- Teens love listening to music but hate paying for it. They like to have ‘hard copies’ of songs as opposed to listening to ‘streamed’ songs
- Teens like Sony Ericsson mobile phones because they have a lot of features and are relatively affordable. Most are on pay as you go tariffs
- More affluent teens have iPods to listen to music, otherwise teens listen to music on their phones
The full report is available to download here.
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Teens don’t tweet say media planning superstar – aged 15 and 7 months
Posted by Adrian July 14 2009 10:20am