15 årig ryster bankverdenen- men hvorfor?

15 årige Matthew Robson kunne ikke finde nogen, der ville tage ham i erhvervspraktik. Men heldigvis mødte hans mor en fyr fra investeringsbanken Morgan Stanley mens hun luftede hunden, og Matthew fik sit to ugers ophold. En af opgaverne var at skrive en rapport om teenageres mediebrug. Det gjorde han på en dag, og det rystede dermed hele finansverdenen.

Desværre er Matthews indsigts ikke rigtig de store nyheder for folk, der har fulgt blot en lille smule med i medieudviklingen. Men det siger jo så en hel del om de medie executives der har tabt deres glatte underkæber over nyhederne og løftet stakkels Matthew til gudegurustatus. En anden ting er at udtalelserne i rapporten er baseret på “en sms rundspørge blandt vennerne”. Næppe den stærke videnskabelige baggrund og der findes da også en hær af teens på nettet som fortæller, hvordan de ikke lige passer ind i profetien. Omtalen vil dog nok afføde nogle mere dybdegående rapporter, og det er da på tide.

Læs her hvad Matthew skrev om:

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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