最近国际金融界热议的一篇出自15岁男孩的文章

How Teenagers Consume Media: the report that shook the City http://www.guardian.co.uk/business/2009/jul/13/teenage-media-habits-morgan-stanley This is the full copy of the research note written by Matthew Robson (aged 15 years and seven months), an intern at Morgan Stanley, which caused a stir after it was published by the bank guardian.co.uk, Monday 13 July 2009 10.23 BST Article history Radio Most teenagers nowadays are not regular listeners to radio. They may occasionally tune in, but they do not try to listen to a program specifically. The main reason teenagers listen to the radio is for music, but now with online sites streaming music for free they do not bother, as services such as last.fm do this advert free, and users can choose the songs they want instead of listening to what the radio presenter/DJ chooses. Television Most teenagers watch television, but usually there are points in the year where they watch more than average. This is due to programs coming on in seasons, so they will watch a particular 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. Teenage boys (generally) watch more TV when it is the football season, often watching two games and related shows a week (totalling about 5 hours of viewing). A portion of teenagers watches programs that are regular (such as soap operas) at least five times a week for half an hour or so but this portion is shrinking, as it is hard to find the time each day. Teenagers are also watching less television because of services such as BBC iPlayer, which allows them to watch shows when they want. Whilst watching TV, adverts come on quite regularly (18 minutes of every hour) and teenagers do not want to watch these, so they switch to another channel, or do something else whilst the adverts run. The majority of teenagers I speak to have Virgin Media as their provider, citing lower costs but similar content of Sky. A fraction of teenagers have Freeview but these people are light users of TV (they watch about 1 ? hours per week) so they do not require the hundreds of channels that other providers offer. Newspapers No teenager that I know of regularly reads a newspaper, as most do not have the time and cannot be bothered to read pages and pages of text while they could watch the news summarised on the internet or on TV. The only newspapers that are read are tabloids and freesheets (Metro, London Lite…) mainly because of cost; teenagers are very reluctant to pay for a newspaper (hence the popularity of freesheets such as the Metro). Over the last few weeks, the Sun 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 buses and trains. Gaming Whilst the stereotypical view of gamers is teenage boys, the emergence of the Wii onto the market has created a plethora of girl gamers and younger (6+) gamers. The most common console is the Wii, then the Xbox 360 followed by the PS3. Most teenagers with a games console tend to game not in short bursts, but in long stints (upwards of an hour). As consoles are now able to connect to the internet, voice chat is possible between users, which has had an impact on phone usage; one can speak for free over the console and so a teenager would be unwilling to pay to use a phone. PC gaming has little or no place in the teenage market. This may be because usually 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 ensure a game will play smoothly. In addition, PC games are relatively easy to pirate and download for free, so many teenagers would do this rather than buy a game. In contrast, it is near impossible to obtain a console game for free. Internet Every teenager has some access to the internet, be it at school or home. Home use is mainly used 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 times 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 just leave it as they realise that they are not going to update 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 used primarily as a source of information for a variety of topics. For searching the web, Google is the dominant figure, simply because it is well known and easy to use. Some teenagers make purchases on the internet (on sites like eBay) but this is only used by a small percentage, as a credit card is required and most teenagers do not have credit cards. Many teenagers use YouTube to watch videos (usually anime which cannot be watched anywhere else) and some use it as a music player by having a video with the music they want to listen to playing in the background. Directories Teenagers never use real directories (hard copy catalogues such as yellow pages). This is because real directories contain listings for builders and florists, which are services that teenagers do not require. They also do not use services such as 118 118 because it is quite expensive and they can get the information for free on the internet, simply by typing it into Google. Viral/Outdoor Marketing Most teenagers enjoy and support viral marketing, as often it creates humorous and interesting content. Teenagers see adverts on websites (pop ups, banner ads) as extremely annoying and pointless, as they have never paid any attention to them and they are portrayed in such a negative light that no one follows them. Outdoor advertising usually does not trigger a reaction in teenagers, but sometimes they will oppose it (the Benetton baby adverts). Most teenagers ignore conventional outside advertising (billboards etc) because they have seen outside adverts since they first stepped outside and usually it is not targeted at them (unless it's for a film). However, campaigns such as the GTA: IV characters painted on the side of buildings generate interest because they are different and cause people to stop and think about the advert, maybe leading to further research. Music 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. Legal ways to get free music that teenagers use are to listen to the radio, watch music TV channels (not very popular, as these usually play music at certain times, which is not always when teenagers are watching) and use music streaming websites (as I mentioned previously). 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. How teenagers play their music while on the go varies, and usually dependent on wealth –with teenagers from higher income families using iPods and those from lower 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 many teenagers because of the 'high price' (79p per song). Some teenagers use a combination of sources to obtain music, because sometimes the sound quality is better on streaming sites but they cannot use these sites whilst offline, so they would download a song then listen to it on music streaming sites (separate from the file). Cinema Teenagers visit the cinema quite often, regardless of what is on. Usually they will target 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 getting together 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 buy a pirated DVD of the film at the time of release, and these cost much 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 computer screen and there is a chance that they will be malicious files and install a virus. Devices Mobile Phones 99% of teenagers have a mobile phone and most are quite capable 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 buy a mid-high range model). Teenagers due to the risk 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 afford 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). Services such as instant messaging are used, but not by everyone. It usually depends whether the phone is Wi-Fi compatible, because otherwise 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 charge ￡20 a week with no easy way to cancel 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 need; they do not need to be connected to their inbox all the time as they don't receive important 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 wait as they don't 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 money to do it themselves. Televisions Most teenagers own a TV, with more and more upgrading to HD ready 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 don't want to sign up to HD broadcasting services, as adverts are shown on standard definition broadcasts, so they can't 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 five 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 only everyday tasks. Nearly all teenagers' computers have Microsoft office installed, as it allows them to do school work at home. Most (9/10) computers owned 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 a third of teenagers have a new (<2 ? years old) games console, 50% having a Wii, 40% with an Xbox 360 and 10% with a PS3. The PS3 has such a low figure because of its high price (￡300) and similar features and games to an Xbox 360, which costs less (￡160). The Wii's dominance is due to younger brothers and sisters, they have a Wii and parents are not willing to pay for another console. 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) Really big tellies What is not? Anything with wires Phones with black and white screens Clunky 'brick' phones Devices with less than ten-hour battery life 马修和他的少数派——史上最强实习生 作者: 南方人物周刊记者 徐琳玲 2009-08-04 12:22:29 来源:南方人物周刊 相关新闻 “我知道你在做什么”——欢迎来到twitter时代 开心网还能开心多久？ 瑞典出了个海盗党 图片 Matthew Robson 这是一份让众多媒体经营者、投资人、广告商感到沮丧的报告。完全颠覆了他们对青少年群体消费习惯的预想 仅仅两周前，15岁的伦敦少年马修·罗布森还是一个默默无闻的高中生，在东南部一所公立学校就读，喜欢在一款叫《使命的召唤》的电游里扮演拯救世界的英雄，为找不到暑期的实习工作而烦恼。 今天，他是东京、华尔街和伦敦金融城的最热门话。基金经理、公司总裁、行业分析师们正逐字逐句地研究着他的分析报告——青少年们是如何消费媒介产品的。 很有可能，他所撰写的3张薄薄的报告，正在影响着全球万亿数量级的流动资金的去向。 小狗鲁迪 父母既非投行人士，长辈也无这方面的人脉资源，能站在摩根士丹利的办公室，向那些西装革履的投行分析师们解释青少年是如何消费媒介产品，就需要一点点运气。 这运气是马修家3岁的小狗鲁迪带给小主人的。 2009年1月，小狗鲁迪拖着马修的妈妈到格林威治公园溜达散步，在那里，它和另一条狗成了朋友。那只狗的主人叫帕特里克·惠灵顿，他是摩根士丹利的一位高级分析师。两位狗主人坐下来聊天，接着就聊到马修的遭遇：他想获得一些工作经历，向当本地的公司机构、律师事务所和银行投了无数自荐信，结果通通吃了闭门羹。 对像帕特里克·惠灵顿这样主导世界的成年人来说，这不过是个顺水人情。于是，马修最终得到一个来自摩根士丹利的offer——为期两周的实习资格。在7月的一个周一早上，他兴冲冲地赶往大摩位于金斯雀码头写字楼。 “真是可怕的一天。”马修回忆着当天的尴尬情景。每幢写字楼里都干坐着局促不安的实习生。不过，展现在马修眼前的新环境看上去倒很有趣。待到第二周，他觉得自己已经理解投行是如何运作。接着，马修被分配到媒介和互联网研究小组。他的实习导师之一是好心给他实习机会的惠灵顿叔叔。 7月的金融城处于懒洋洋的休假季节。惠灵顿叔叔在去享受夏日时光之前，交给马修一个小作业——写一份关于像他这样大的孩子是如何消费媒介产品的报告。 差不多花了一天时间，马修撰写出一份长达3页的青少年媒介消费习惯研究报告。“我通过短信的方式向一些朋友调查他们的想法。”他相信，自己的报告凝聚着大约300名青少年的集体智慧，并且，间接代表着全英几千名少年的真实想法。 没人会在意类似这样的实习小作业。可是，当马修的小作业送到威灵顿和其他两位分析师爱德华·希尔-伍德、朱利恩·罗西的桌上时，他们发出了由衷的赞叹——“这是我们见过最清晰、也最引人思考的观察。” 最终，摩根士丹利决定对外发布这份实习生撰写的研究报告。很快，电话和email像洪水一般涌进办公室，来自纽约、东京和金融城的基金经理、公司总裁和投资商们摩根士丹利提供更详细的分析内容。 “在我们曾参与的研究报告中，这篇报告激起的反应无疑最大，而且肯定会成为摩根士丹利发表过的、阅读人数最多的报告之一。”希尔-伍德表示。他初步估计，相比其他研究报告的平均水平，马修的报告获得的反馈要高出五六倍。 一夜之间，马修成为史上最出名的实习生之一；另一位则是大名鼎鼎的前白宫实习生莫尼卡·莱温斯基小姐。和让美国总统深陷“裤子门”的莫妮卡前辈不同的是，马修的出名靠的可是他严肃认真的实习成果。 少数派报告 这是一份让众多媒体经营者、投资人、广告商感到沮丧的报告。完全颠覆了他们对青少年群体消费习惯的预想。 根据马修的报告，青少年讨厌广告牌、电视和互联网上的侵入性广告；他们乐于通过各种平台获取内容和音乐，包括手机和苹果iPod等诸多设备；他们不听广播，更愿意使用音乐网站，因为这里提供的流媒体音乐是免费的，而且可以自主选择；他们很不愿意为音乐付费，其中80%的人采用非法方式下载音乐，多数人从未买过CD。 印刷媒体遭到青少年的冷遇，因为“他们无法忍受满满一页的文字”，而电影和演唱会是少有的几个能够让他们心甘情愿掏钱的领域。青少年经常去电影院，只不过他们去电影院“不是为了看电影，而是为了获得体验并与好友聚会”。 家庭收入较高的青少年使用iPod听音乐，家庭收入较低的孩子则用手机听音乐。马修写道，约99%的青少年拥有手机，但是，手机主要的用途是发短信和听音乐，他们更喜欢通过视频游戏机免费聊天。 马修还写道，青少年很少有固定时间看电视，他们基本都有接触网络的途径。 真正对新媒体商业模式构成当头一击的，是马修在报告中写道：“青少年不使用Twitter，即使他们注册了账号”，因为用手机更新这个微博客会用光储值，而储值用来给朋友们发短信会更好。“由于没有人会看他们的Twitter主页，因此他们认为发表Twitter信息毫无意义。”　 是的，他说的是Twitter，那个被认为是2009年传媒业最潮、最热、最有商业前途的新玩意。今年年初以来，各种风投追逐着Twitter，到处流传着Google、Facebook在内所有的互联网巨头都在与Twitter进行谈判的消息——或有意收购Twitter，或希望对Twitter的数据流加以利用。Twitter的创始人和CEO埃文·威廉姆斯也曾美滋滋地坦承：“从没预想过今天的成功。” 估计他现在很想痛扁这个乳臭未干的小子。马修的研究报告发布与太阳谷媒体年会差不多是同在7月，疑虑重重的媒体高层对Twitter的商业模式提出了越来越多的质疑——当红炸子鸡的全盛时期似乎已经过去。 马修的名气也从金融界迅速扩散到大众媒体。英国《金融时报》头版刊登相关报道后，这位不用Twitter的少年变成了数百篇报纸文章、无数博客日志和数千条tweet信息的主题。学校门口站满了记者，据说，不少小报愿意出钱购买马修的个人故事。但到目前为止，马修只在妈妈的陪同下，在格林威治的家中接受过《金融时报》、《泰晤士报》的采访。 网上流传关于马修的种种。嫉妒、质疑、流言，不少人揣测着他的家庭背景——“他爸爸是大摩的CEO”、“听说他在一家昂贵的私立学校读书。”一个酸溜溜的新闻跟帖是这么说：“我不明白，他们（投行）为什么不去关注这么多专业的、详细的研究报告……我保证我的报告比他更专业，甚至，我还保证我比他更年轻。” 的确，马修的报告没有什么太不可思议的观点。他自己也说：“我们想的都差不多。这都是我们在学校里谈到的内容。只不过，我用了银行家能理解的语言说出来。” 不可思议的，是那些成年人们对此的激烈反应——一个15岁少年用他诚实的眼睛，用一种自信、毫不矫揉造作的语言，轻而易举地击溃了那些商界精英对这个世界自以为是的认识和看法。 有趣的是，尽管“无法忍受写满文字”的印刷媒体，马修的一夜成名，很大程度上拜主流报纸所赐。正是《金融时报》、《泰晤士报》的议题设置，让他在全球范围内受到主流媒体的争相报道。更有趣的是，到目前为止，马修也只接受过几家严肃的“上流报纸”的采访。 马修成名的最大受益人当然是摩根士丹利，除了博得“不拘一格重视人才”的美名，还在士气低落的危机年代，为自己在业界热炒一把。 据说，大摩眼下在开展一项之外的、由群众提供资源的试验，他们已经收到了数以千计的评论和其他少年对马修报告的一系列改写，使他们得以开展统计数据更为精确的分析。 下一个夏天，马修将为大学入学考试忙碌，估计，“史上最强实习生”的称号让他很容易敲开一所名牌大学的大门。他希望未来从事“与银行业相关的”职业。眼下，他正在忙着把游戏机、手机塞进行囊中——他得去参加童子军夏令营的远足活动了。 【南方周末】本文网址：http://www.infzm.com/content/32368 赵清喆根据网路整理 2009.08.10 更多下载： http://iask.sina.com.cn/user/my_ishare.php?uid=1377908134 PAGE 6