Odd piece in The Times about a 15 year old intern's report on teen media consumption that seemingly is setting investment bankers' inboxes alight:
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
Whilst it's tempting to scoff at such seemingly obvious observations (apart from his view on cinema which doesn't seem to ring true) perhaps we should reflect on the kind of thing that a media agency might have produced if asked the same question. Interestingly he doesn't offer an opinion on TV - doesn't he consider TV to be media?
"They collect followers on Twitter as proof of how brilliant they are
at social media marketing, without realizing the irony that they are
just turning their Twitter feed into a broadcast medium that reaches
more people than they could possibly hope to have a "relationship"
with."
- Kevin Rothermel