Matthew Robson, he of the youthful features and studious haircut has apparently enlightened Morgan Stanley's media and internet research department (no less) with a sage like report on how the youth consume media. This report is full of such pearls as -
Teenagers rarely listened to regular radio because they preferred stations without the adverts and could stream their own choice of music through services such as last.fm.
Teenagers favoured the social networking site Facebook over Twitter, because it was a better way of keeping in touch with more people.
Stephen Fry is not particularly cool. Also, for the cost of one tweet you could send quite a few text messages.
Teenagers do not use Twitter. They realise that no one is viewing their profile, so their 'tweets' are pointless.
Teenagers increasingly watched television when they wanted – because of the advent of BBC iPlayer, Virgin Media and Sky – and hardly ever bought newspapers.
Teenagers are very reluctant to pay for a newspaper (hence the popularity of freesheets such as The Metro," he wrote.
Teenagers still favoured the cinema, for the experience rather than watching a particular film, while virtually no young people would pay for music. They are very reluctant to pay for it (most never having bought a CD) and a large majority (80%) downloading it illegally from file sharing sites."
And finally Teenagers found online advertising "extremely annoying and pointless" and tended to ignore traditional billboard advertising.
Now, either the Banking world is so out of touch they're on their way on mass to see Michael Jackson at the O2 tonight, or this is PR bollocks. And if it's the latter, going public disclosing how utterly inept you are might be something you should probably keep quite.
Then again, we are talking about the people who believed loaning money to people who could never afford to pay it back.
The world has gone mad.
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