Os adolescentes e os media

Angel Boligan, «El Universal»

Matthew Robson aos 15 anos tornou-se tema de conversa e estudo para muitos gestores e investidores no Reino Unido e tema do Financial Times. O motivo foi um estudo da autoria de Morgan Stanley sobre a relação dos adolescentes com os media e as novas tecnologias, em que jovem Matthew foi protagonista principal. Um facto ressalta neste estudo (que não deveria surpreender ninguém), os adolescentes consomem mais do que podem pagar ou querem pagar e, grande revelação (esta sim), não gostam do Twitter:

[...] There are several issues that immediately jump out from the piece. Teenagers are consuming more media, but in entirely different ways and are almost certainly not prepared 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, streaming sites). Print media (newspapers, directories) are viewed as irrelevant but events (cinema, concerts etc.) remain popular and one of the few beneficiaries of payment. The convergence of gaming, TV, mobile and Internet is accelerating with huge implications for pay-TV.

[...] High-end smartphones are desirable but too expensive. Most prefer to own separate devices for music, and messaging. Texting is still key and use of new data services limited due to cost. Wi-Fi is more popular than 3G.

[...] Teenagers listen to a lot of music, mostly whilst doing something else (like travelling or using a computer). This makes it hard to get an idea of the proportion of their time that is spent listening to music. They are very reluctant to pay for it (most never having bought a CD) and a large majority (8/10) downloading it illegally from file sharing sites. [...] Almost all teenagers like to have a ‘hard copy’ of the song (a file of the song that they can keep on their computer and use at will) so that they can transfer it to portable music players and share it with friends.