Just over a fortnight ago, Matthew Robson had never worked in banking. This was mainly because he was 15 years and 7 months old and attending a comprehensive school in South London.
Today he is the talk of Tokyo, Wall Street and the City. Fund managers, CEOs and analysts are poring over his report, How Teenagers Consume Media, which he wrote last week while on work experience at Morgan Stanley.
In it he laid out the world according to the teenager: a confusing place where the PC is a radio, the games console is a telephone, the mobile telephone is a stereo and text-message machine, the DVDs are pirate copies and no one uses Twitter.
Sitting at home in Greenwich yesterday, he explained that he was only relaying the daily conversations of the 200 teenagers in his year and thousands of others across the country, translated into language that bankers would understand.
The world according to Matthew Robson aged 15 and a half
Radio 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
Newspapers 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
Internet Facebook is the most common, with nearly everyone with an internet connection registered. On the other hand, teenagers do not use Twitter
Music 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
Directories Real directories contain listings for builders and florists, which are services teenagers do not require. They can get the information free on the internet
Viral/Outdoor Marketing “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.”
Cinema 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
Mobile phones The general view is that Sony Ericsson phones are superior, because of their long list of features, built-in Walkman capacity and value
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