by Marc Guidoni , published on 21.10.2009

It’s interesting to look at a study published early July by Morgan Stanley. I would like to thank the journalist Cécile Ducourtieux to have brought our attention to this study in her article: “Regarding teenagers’ media consumption, this study was mostly written by a 15 year old boy based on his own habits and those of his friends. The study went around the world and the bank received a flood of investor emails, delighted to learn more about a population that is not often heard, but is at the avant-guard of the technological revolution.”

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Like a photograph, and even if it’s not issued from a conventional statistic sample but from the perception of only one 15 year old teenage boy, it’s particularly enriching to project ourselves in the future of content consumption and particularly transmedia.

The lessons to think about seem to be the following:

Regarding their attitudes as “convergent participators” that are no longer simple monomedia spectators

? Teenagers are consuming more media, but in entirely different ways

? They are happy to chase content and music across platforms and devices

? They visit the cinema quite often, regardless of what is on. This is because going to the cinema is not usually about the film, but the experience – and getting together with friends.

? Events (cinema, concerts etc.) remain popular and one of the few beneficiaries of payment.

? Most teenagers will watch a particular TV show at a certain time for a number of weeks, as long as it lasts, but then they may watch no television for weeks after the program has ended.

? Texting is still key and use of new data service Wi-Fi is more popular than 3G.

• Regarding advertizing (and subsequently the sources of content financing)

? They resent intrusive advertising on billboards, TV and the Internet.

? They see adverts on websites (pop ups, banner ads) as extremely annoying and pointless,

? They enjoy and support viral marketing, as often it creates humorous and interesting content.

? They like campaigns that generate interest and cause people to stop and think about the advert

These new behavior and consumption codes are so ingrained that we can legitimately wonder if that won’t cause a massive rejuvenation of the authors throughout the content industry.

Note to screenwriters, producers and advertisers…