How Teenagers Consume Media | James Henley

Jul200915

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How Teenagers Consume Media

The story about a teenage intern at Morgan Stanley who wrote some notes of teenagers’ technology usage is quickly becoming a bit of a legend. This is really interesting – I wonder whether companies had actually considered using teenagers to gather research before?

If you haven’t seen this yet, you can catch up with this story from the Guardian.

Here’s a full copy of the research notes which have caused the stir. From my own experience of young people, it certainly seems to ring true.

My only question would be over the comments about HD-ready TVs being so much on the increase amongst teenagers. Whilst I’m sure that more families will be buying HD TVs, the idea that a teenager could get hold of one for themselves seems a little farfetched. I don’t yet know of a student household that has managed to get their hands on one – nor have I seen a flatscreen TV in a student house. But maybe Newport is too “street” for that.

The report has huge implications for the way companies advertise (if they listen to the research) – less banner ads and more creative, viral marketing can only be a good thing. Although, the decline of banner ads could have big effects on small web-based businesses that rely on this kind of advertising to keep themselves afloat. Would we see a decline in creativity and innovation in the area of social networking with less new websites appearing?

I really hope that these notes make a difference. This can only be good for young people’s participation in society and culture.

Dylan

Do I not get any props?

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