Some reports are so timely that they become massively viral. This one, based on the evidence of a 15 year-old intern at Morgan Stanley is one such example. Here’s the main points:
More media consumed
Paying more an issue
Advertising is crass
Print, especially newspapers irrelevant, apart from freesheets, like METRO
Mid-range mobiles are good
Comms seen as free – talk using consoles, SKYPE etc
Txting is massive
WiFi more important than 3G
Broadcast radio is dead
Last.fm, (ad fee) & Spotify deliver personalised playlists
Listen to loads of music
Download lots for free
Watch less TV
Hate ads on TV –fast forward
Hate ads on billboards etc
Love support viral marketing
Mostly favourite series or specific sport event
Google is big
YouTube for music/anime
Cinema still popular
Cinema drops off at 15 – gets too expensive
Lots watch DVDs
Everyone has a mobile
Sony Ericsson’s v. Popular
Pay as you go preferred
Txting and calling (not video messaging)
Don’t use phone for email
Email on home computer
Most have PCs, not Macs
Teens hate Twitter
Wiis very popular
Touchscreen is hot
Mobiles that hold lots of music are hot
Portable devices with internet access (iTouch/iPhone) are hot
Really big tellies are hot
Interesting that these rather obvious points should have reached fever-pitch, viral, meme marketing from a report published by a bank. The fact that it was largely compiled by a 15 year-old seemed to have done the trick.
5 comments:
I think that you made many of these points in a post some time back.
Yip - about to check some of these assumptions with my two 15 year olds - they're already dismissive, claiming that it's obviouslt written by a rich kid - for example talking ot mates through consoles?
Where do they buy devices that have more than 10 hours of battery life? Everything I buy seems to run out of juice after an hour or two.
You're right, the report is both rather obvious in its general findings, and rather biased and unrepresentative in its specifics.
I predict a backlash (already started: http://bit.ly/H22bU) which will make the bank look rather silly.
Most of the facts are applicable with my thirteen-year-old too. He is a voracious reader and reads news paper everyday, that's different. He is always drooling for expensive and latest gadgets and mobiles are a craze, these days he keeps reading on touch screen technology. Amazing how teens across have similar passions! Poor thing is weary now that his father has intense interest in suggesting him to study for a scholarship exam here. A boy in his class is going for the coaching paying 25,000 for weekend classes. When the same was suggested for him, him and me both were taken aback as I feel it's too early to push him into the grueling four-hour lectures. So, I will be taking his Science, Geography, History, Civics and English syllabus for the test and his father will take up Maths. Any day better than sending him for coaching.
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