London biz world not so tough to impress

A 15-year-old Morgan Stanley intern is the talk of the
London business scene after publishing a report detailing the media consumption
behavior of his teenage circle of friends. Among the “astonishing” observations: Teenagers aren’t regular listeners
of radio, preferring sites streaming music; they’re watching less TV; they
don’t read newspapers. Edward Hill-Wood, the 35-year-old head of Morgan
Stanley’s European media team, told the Financial Times that the report by
Matthew Robson was “one of the clearest and most thought-provoking
insights we have seen. . . . We’ve had dozens and dozens of fund managers, and
several CEOs, e-mailing and calling all day.” Aside from generally
understood behavior of teenagers today, don’t any of these people have first-hand
knowledge from sons or daughters or grandchildren? Robson writes that while
most teens he knows have signed up for Twitter, “they realize that no
one is viewing their profiles, so their tweets are pointless.” As for
advertising, Robson argues: “Teenagers see adverts on Web sites (pop-ups,
banner ads) as extremely annoying and pointless, as they have never paid any
attention to them.” He does say his friends enjoy viral marketing because
it often creates fun content. Frankly, I found the fact a 15-year-old could
land an internship at Morgan Stanley more impressive than any of his obvious
assessments of teenage media behavior.