How Teenagers Consume Media

How Teenagers Consume MediaDigital media is profoundly transforming consumer behaviour and traditionalistic media business models. While creating in the altogether opportunities, its disruptive influence is being accelerate by the global recession.At the vanguard of this digital revolution atomic number 18 teenagers. While their habits leave alone obviously change (especi in ally when they start employment), understanding their brain keyms an excellent way of assessing how the media landscape will evolve. To this end, we asked a 15 yr old summer work intern, Matthew Robson, to describe how he and his friends consume media. Without claiming model or statistical accuracy, his piece provides one of the cle arst and or so thought provoking insights we drop seen. So we published it.There argon several issues that directly jump out from the piece. Teenagers atomic number 18 consuming more(prenominal) media, only in enti depone different ways and be almost certainly non hustling to pay for it. They resent intrusive advertising on billboards, TV and the Internet. They are happy to chase content and music across platforms and devices (iPods, mobiles, drift sites). Print media (newspapers, directories) are viewed as irrelevant alone events ( movie, concerts etc.) remain best- exchange(predicate) and one of the few beneficiaries of payment. The convergence of maneuver, TV, mobile and Internet is accelerating with huge implications for pay-TV.For mobiles, harm is key both in terms of handset impairments century-cc as closely as taking pay as you go as inappropriate to contracts. Mid-range feature phones still dominate, meaning that Sony Ericsson does well as thats their sweet spot. High-end smartphones are desirable but too expensive. Most prefer to own crock up devices for music, and message. Texting is still key and social occasion of new data services restrict imputable to cost. Wi-Fi is more popular than 3G.While these trends will not inevitably surprise, their influence on TMT stocks heapnot be underestimated.How Teenagers ConsumeMediaRadioMost teenagers nowadays are not regular get winders to radio. They whitethorn occasionally tune in, but they do not try to listen to a program specifically. The main intellectual teenagers listen to the radio is for music, but now with online sites streaming music for exempt they do not b opposite, as services much(prenominal) as last.fm do this advert free, and physical exertionrs merchantman favor the songs they want instead of listening to what the radio presenter/DJ chooses.TelevisionMost teenagers figure television, but comm sole(prenominal) in that respect are points in the year where they watch more than average. This is referable to programs coming on in seasons, so they will watch a occurrence show at a certain measure for a number of weeks (as long as it lasts) but then they whitethorn watch no television for weeks after the program has ended. allows them to watch shows when they want. Whilst watching TV, adverts grow on quite regularly (18 minutes of every hour) and teenagers do not want to watch these, so they switch to an separate channel, or do well-nighthing else whilst the adverts run.The majority of teenagers I speak to mystify Virgin Media as their provider, citing set out be but similar content of Sky. A fraction of teenagers nurture Freeview but these people are light social occasionrs of TV (they watch roughly 1 hours per week) so they do not require the hundreds of channels that other providers offer.NewspapersNo teenager that I know of regularly reads a newspaper, as most do not take a crap the time and cannot be bothered to read pages and pages of text while they could watch the news summarised on the net or on TV.The only newspapers that are read are tabloids and freesheets (Metro, capital of the joined Kingdom Lite) principally beca intention of cost teenagers are very reluctant to pay for a newspap er (hence the popularity of freesheets such as the Metro). Over the last few weeks, the cheer has decreased in cost to 20p, so I have seen more and more copies read by teenagers. Another reason why mainly tabloids are read is that their compact size allows them to be read easily, on a bus or train. This is especially true for The Metro, as it is distributed on b development ups and trains.Gamingusers, which has had an impact on phone usage one can speak for free over the console and so a teenager would be un involuntary to pay to use a phone. PC gaming has little or no place in the teenage food food market. This may be because ordinarily games are released across all platforms, and whilst one can be sure a game will play on a console PC games require expensive set ups to go through a game will play smoothly. In addition, PC games are copulationly light to pirate and download for free, so m all teenagers would do this rather than cloud a game. In contrast, it is near impossi ble to notice a console game for free.InternetEvery teenager has some memory access to the lucre, be it at school or home. Home use is mainly apply for fun (such as social networking) whilst school (or library) use is for work. Most teenagers are heavily active on a combination of social networking sites. Facebook is the most common, with nearly everyone with an internet connection registered and visiting 4 clock a week. Facebook is popular as one can interact with friends on a wide scale. On the other hand, teenagers do not use twitter. Most have signed up to the service, but then mediocre leave it as they release that they are not going to modify it (mostly because texting twitter uses up credit, and they would rather text friends with that credit). In addition, they realise that no one is viewing their profile, so their tweets are pointless. Outside of social networking, the internet is apply primarily as a source of instruction for a variety of topics. For searching th e web, Google is the dominant figure, simply because it is well known and easy to use. Some teenagers take aim purchases on the internet (on sites like eBay) but this is only used by a small will) so that they can transmit it to portable music players and share it with friends. How teenagers play their music while on the go varies, and usually dependent on wealth -with teenagers from higher income families development iPods and those from swallow income families using mobile phones. Some teenagers use both to listen to music, and there are always exceptions to the rule. A number of people use the music service iTunes (usually in conjunction with iPods) to acquire their music (legally) but again this is unpopular with m all(prenominal) teenagers because of the high price (79p per song). Some teenagers use a combination of sources to take for music, because sometimes the sound bore is relegate on streaming sites but they cannot use these sites whilst offline, so they would dow nload a song then listen to it on music streaming sites (separate from the file). photographic filmTeenagers visit the film quite often, regardless of what is on. Usually they will draw a bead on a film first, and set out to see that, but sometimes they will just go and choose when they get there. This is because going to the cinema is not usually about the film, but the experience -and acquire unitedly with friends. Teenagers visit the cinema more often when they are in the lower end of teendom (13 and 14) but as they approach 15 they go to the cinema a lot less. This is due to the pricing at 15 they have to pay the adult price, which is often double the child price. Also, it is possible to steal a pirated DVD of the film at the time of release, and these cost such(prenominal) less than a cinema ticket so teenagers often choose this instead of going to the cinema. Some teenagers choose to download the films off the internet, but this is not favourable as the films are usually bad quality, have to be watched on a small figurer filmdom and there is a chance that they will be malicious files and install a virus.DevicesMobile Phones99% of teenagers have a mobile phone and most are quite able-bodied phones. The general view is that Sony Ericsson phones are superior, due to their long list of features, built in walkman capability and value (100 will bribe a mid-high range model). Teenagers due to the take a chance of it getting lost do not own mobile phones over the 200 mark. As a rule, teenagers have phones on pay as you go. This is because they cannot grant the monthly payments, and cannot commit to an 18-month contract.Usually, teenagers only use their phone for texting, calling. Features such as video messaging or video calling are not used -because they are expensive, (you can get four regular texts for the price of one video message). serve such as instant messaging are used, but not by everyone. It usually depends whether the phone is Wi-Fi compa tible, because other than it is very expensive to get internet off the phone network. As most teenagers phones have Bluetooth support, and Bluetooth is free, they utilise this feature often. It is used to send songs and videos (even though it is illegal) and is another way teenagers gain songs for free. Teenagers never use the ringtone and picture selling services, which gained popularity in the early 00s. This is because of the negative press that these services have attracted (where the ride 20 a week with no easy way to fell the service) and the fact that they can get pictures and music on a computer -then transfer it to their phones at no cost. Mobile email is not used as teenagers have no motivation they do not need to be connected to their inbox all the time as they dont receive primal emails. Teenagers do not use the internet features on their mobiles as it costs too much, and generally, if they waited an hour they could use their home internet and they are willing to wai t as they dont usually have anything urgent to do.Teenagers do not upgrade their phone very often, with most upgrading every two years. They usually upgrade on their birthday when their parents will buy them a new phone, as they do not normally have enough cash to do it themselves.Televisions Most teenagers own a TV, with more and more upgrading to HD wee-wee flat screens. However, many are not utilising this HD functionality, as HD channels are expensive extras which many families cannot justify the added expenditure. Many of them dont want to sign up to HD broadcasting services, as adverts are shown on standard definition broadcasts, so they cant see the difference. Most people have Virgin Media as a TV provider. Some have sky and some have Freeview but very few only have the first vanadium channels (BBC One, BBC Two, ITV, Channel Four and Channel Five).Computers Every teenager has access to a basic computer with internet, but most teenagers computers are systems capable of onl y everyday tasks. Nearly all teenagers computers have Microsoft office installed, as it allows them to do school work at home. Most (9/10) computers possess by teenagers are PCs, because they are much cheaper than Macs and school computers run Windows, so if a Mac is used at home compatibility issues arise.Games Consoles Close to 1/3 of teenagers have a new (What is Hot?Anything with a touch screen is desirable.Mobile phones with large capacities for music.Portable devices that can connect to the internet (iPhones) actually big telliesWhat Is Not?Anything with wiresPhones with black and white screensClunky brick phonesDevices with less than ten-hour bombardment lifeDisclosure SectionMorgan Stanley Co. International plc, authorized and modulate by Financial operate ascendency, disseminates in the UK query that it has prepared, and approves solely for the purposes of section 21 of the Financial Services and Markets Act 2000, search which has been prepared by any of its affilia tes. 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