Media & Internet: How Teenagers Consume Media

Digital media is profoundly transforming consumer behaviour and traditional media business models. While
creating new opportunities, its disruptive influence is being accelerated by the global recession.

At the vanguard of this digital revolution are teenagers. While their habits will obviously change (especially when they start employment), understanding their mindset seems an excellent way of assessing how the media landscape will evolve.

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…

Read the full report from Morgan Stanley