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Just over two weeks ago, Matthew Robson had never worked in banking. This was mainly because he was 15 years old and attending a high school in South London.
Today he is the talk of Tokyo, Wall Street and London's financial district. Fund managers, CEOs and analysts are poring over his report, "How Teenagers Consume Media," which he wrote last week while on an internship at Morgan Stanley.
The author suffers from Teenagers Are Different Than Everyone Else, You Wouldn't Understand syndrome. Sorry, but this kid is full of it and I find it hard to believe that Wall Street or anyone else is putting much stock into this article.
Let's see:
Radio: While teenagers may not listen to the radio as often as adults, the number 1 user demographic of sites like lastFM and Pandora are thirty-somethings.
Newspapers: When did teenagers of any generation read the newspaper?
Internet: Once again, the average age of Facebook and MySpace users is around 26, not 15
Music: All teenagers since the 1980's have been reluctant to pay for music. While me and my friends did not have iPods, CD players or internet music when we were 15, we did have cassette tapes to tape on.
Directories: Are you serious? This is a concern? Must be an English thing. Not many adults use directories, either.
Viral/outdoor marketing: Everyone finds pop-up and banner ads annoying. Teenagers enjoy viral marketing because they are supposed to; it is engineered to appeal to them.
Cinema: 15 year olds do not go to movies? Really? Once again must be an English thing because here in the states they are the #1 consumer of movie tickets.
Mobile phones: Sony Erricsons are the superior phones, but not many in the US will agree with that since Erricsons are not really on our market, and in Europe consumers buy the phone and then find a carrier, so they can pretty much use any phone that they want. Here in the States, we choose the carrier and then are limited to what phone we can use. Although, since Erricsons use a SIM card they can be used with T-Mobile.
And Twitter...the only reason why Twitter may not be popular with young people is because Facebook has added a status update feature that has the same function as a tweet, and there are quite a few apps that allow you to update your Failbook status from mobile devices.
I don't see how any of this is groundbreaking news.
“Most teens would say the same things,” he said. “We talk about this kind of thing at school quite a lot. Though the way we talk about it you probably wouldn’t understand it.”
I said this repeatedly, almost verbatim, as a teenager
in the sixties.
Nothing to see here folks, move along.
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