Real Teen Media Habits
15-year-old Morgan Stanley intern, Matthew Robson, was recently asked to write a report on the media habits of teenagers. The report, entitled "How Teenagers Consume Media," summarised his experience of various media forums.
Morgan Stanley viewed the information as highly perceptive, and the firm decided to publish it. Making the front page of Monday's Financial Times, the document has caused a stir among investors and media executives.
Although the report presents several interesting insights, regarding everything from gaming consoles to phone directory use, the one that has caused the most controversy concerns popular micro-blogging site, Twitter.
Teens Don't Tweet
Having explained that most teens with an internet connection will visit social networking site Facebook at least 4 times per week, Robson criticises Twitter.
He said: "Most have signed up to the service, but then just leave it as they release that they are not going to update it (mostly because texting twitter uses up credit, and they would rather text friends with that credit)."
Following the report's publication, Edward Hill-Wood, Morgan Stanley's European Media team leader said:
"We've had dozens and dozens of fund managers, and several CEOs, e-mailing and calling all day."
The report has generated strong criticism for social marketers and many industry commentators have questioned the subjective nature of the publication.