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Weekly Wrap: Boys Dig Disney XD, German Video Game Ban, Unigo's Advice for College Freshman, The iPod is Dead, Parents on Facebook & New Moon Clothing Collection

Disney XD Targets Boys & Scores Big Ratings: While Disney Channel targets tween girls with female-centric shows like "Hannah Montana" and "Sonny with a Chance" and movies like "Princess Protection Program," Disney XD is giving the boys what they want. According to the latest ratings figures, the boys are tuning in. [All Headline News] [Ypulse]

Online Petition Stalls German Video Game Ban: German government plans to ban violent video games will have to be put on hold, after a successful internet petition by German gamers. [Guardian]

What I Wish I'd Known: Our friends over at Unigo have compiled a bunch of video from their community who offer advice for incoming college freshman on everything from what to do with that high school boyfriend, dorm life 101, keeping tabs on your academic advisors and other essential college survival skills. Also congrats to Unigo on making Mashable's list of 'Top 10 Social Networks for Gen Y.' [Unigo] [Mashable]

Tweet O' the Week: "IBM is afraid of Microsoft who is afraid of Google who is afraid of Facebook who is afraid of Twitter who is afraid of whales." (via @jowyang)

The iPod is Dead. Long Live the iPod: The iPod as many of us have known it is on the wane and giving way to a more feature-rich family of devices that in time will bear little resemblance to the trailblazing digital music players that helped Apple capture 70% of the North American market. [Yahoo! Finance]

How Social Networks Will Transform Marketing: Consumers will still use Facebook, LinkedIn and such, as they do today. What's different is that OpenID and similar capabilities will enable consumers to traverse the web, and have their networks flow with them. [MediaPost]

Oh Crap. My Parents Joined Facebook: This site gives teens a chance to get back at their parents for taking away their "public privacy". They understand that Facebook is a public place, they just don't want their parents on it. Sort of like teens not wanting their parents to hang out at the mall at night. []

Speed Round: A preview of Nordstrom's new The Twilight Saga: New Moon Collection, are we informing ourselves to death, here's a list of teachers who use Twitter with their students, more on social media ROI, how to translate your tweets, Indiviz is a video community for student made films, here's a real doozy on "Teaching The Entitled Generation", cops show up when they see an old man hanging out with a 2-year-old at McDonald's (ooops!) and finally....7 iPhone Apps that can save a life. [Yahoo! Shine] [FrostBytes] [GoogleDoc] [Social Media Today] [Mashable] [Converge] [SFist]

Weekly Wrap: Back to School with Twitter & Facebook, Gen Y Workaholic, Texting & Teen Health, Kodu, Tom Daley Defies Bullies

Back-to-school pitches go social with Facebook, Twitter Last year, cutting-edge back-to-school marketing for the pop culture-driven brand was all about luring young girls to the website. This year, back-to-school marketing is all about driving discussion in online social-media "communities." [USA Today]

Don't Ignore the Least Common Denominator With the boom of smartphones and mobile applications, it's easy to dismiss SMS as soooo 2000 and late. But in this week's reblog, Fred Wilson of Union Square Ventures stresses the appeal, simplicity, and popularity of the SMS format and begs us to get our heads out of our apps. [MobileBehavior]

Memo to Gen Y: Your Touted Workaholism isn't a badge of Honor I’m getting a little tired of Gen Y bloggers proudly flouting their “workaholism” in post after post of how they love their jobs, don’t see a need for work/life balance anymore and question whether or not their relationships are holding them back. (Spot on Holly!) [Work Love Life]

Hey! Miley: Youth advice slinger Josh Shipp offers unsolicited advice to the Queen of Tween. Yep, he's talking to you Ms. Miley Cyrus. And if you're so inclined, you can also take the "Which Demi Lovato Song Are You" quiz. Although, if you're not a tween, please don't! [Hey Josh!] [LOL Quiz]

Night Texting Putting Teen Health at Risk What most don't know is that too much texting can actually be detrimental to their teens' health. That's because new technologies, such as cellphones and social networking sites, give teenagers easy access to their friends 24 hours a day. (I'm sure this is an issue, but I just hope that parents don't overreact.) [Miami Herald]

Teenage Tom Daley Defies Bullies Daley's success led to him being bullied at school. It got worse when he became more well known and he was eventually forced to change schools. At the time, his father, Rob, said: "In class they throw pens and pencils at him. Some have even threatened to break his legs. That was the last straw." [Guardian UK]

Tweet O' the Week: "The funny thing about the Internet is that we forget that we once thought TV would solve all of our problems too." (via @basler)

I Want My Wireless & Social TV Verizon has launched services that provide mobile application and social networking services on your television. The new service allows customers to access free widgets that connect to social networks Twitter and Facebook, or access a “fantasy football” service from ESPN. Given research showing that Gen Y want more social tv features, this move by Verizon could really pay off.

Meanwhile, a new report by ABI Research states that television manufacturers will ship about 20 million wireless-networked TVs globally in 2011 and consumers will spend about $2.9 billion on video content that's streamed from the Internet to TVs in 2013, up from about $600 million this year. [GoMo News] [Video Business]

Virtual Worlds for Children: In America, nearly 10m children and teenagers visit virtual worlds regularly, estimates eMarketer, a market researcher—a number the firm expects to increase to 15m by 2013. Speaking of virtual worlds, this week Shidonni launched a Spanish-language version of its pet-populated virtual world, Tales 4 Tomorrow an eco-friendly virtual world for kids with a strong animal conservation message (via Premise Marketing on Twitter). [Economist] [Virtual World News]

Speed Round:
Even more on teens and Twitter, a great list of Mobile Social Networks (MoSo's), in a bold youth play, Microsoft creates a new programming language called Kodu designed for kids and made specifically for creating games & also launches Microsoft Education Labs, turns out that parents share too much on the social web too & STFU, Parents is there to blog it in all it's horror (I love this), Japan to politicians: no Twitter for you, California teen to stand trial in slaying of gay classmate, and finally.....Yahoo! Music has put together a playlist of the Top 10 Songs About Robots! [Unit Structures] [GoMo News] [NextGreatThing] [STFU, Parents] [Inquisitr] [KTLA] [Yahoo! Music]

How People Use Twitter at Conferences

A group of scholars, Wolfgang Reinhardt, Martin Ebner, Guner Beham & Cristina Costa, have written a very interesting case study titled How People are using Twitter During Conferences.

Overall, the paper is deeply rooted in social psychology and learning theory. I'm sure that many of the findings could be transferred into an educational, corporate, or any other type of community of practice.

The paper contains an overview of web 2.0, micro-blogging and focuses on "how Twitter can enhance the knowledge of a given group or community by micro-connecting a diverse online audience."

Here are some of the key points and survey results:

  • At Conferences Twitter Serves Three Primary Functions: Organizational Enhancement, Effective Sharing of Information, and Easier to build a conference community.
  • Microblogging tools like Twitter provide a flexible, inclusive platform for knowledge sharing & discourse
  • Twitter should be seen as a new form of communication where "ideas, simple notifications, news, pictures (via TwitPic), links and other information are shared in real time."




  • Information Seeker: Observes the Twitter stream but doesn't contribute to the conversation, no active participation. (Note: In educational psychology this concept of "lurking" is widely referred to as Legitimate Peripheral Participation.)
  • Information Source: Comprised of those people who contribute knowledge to the Twitter stream.
  • Primary goal of micro-blogging is "enhance one's cyberspace presence."
  • Twitter as "Mobile 2.0." The mobile nature of Twitter and third party apps are a key factor in why Twitter is a valuable tool for knowledge exchange.
  • Hashtags allow users to create a "theme" thereby making it easier to follow the conference and "generate a resource based on that theme."
  • Survey Results: 67% reported to have tweeted during the conference, 52% had conversations based on presentations via DM (direct messages).
  • Survey Participant Feedback: "In the Twitter back channel we discussed things more deeply than the guy on the stage", "You get to know unexpected things and people", "Twitter gives people a greater sense of community" and "encourages participation."

Related Links

Pew Research: Americans Embrace the Mobile Web

According to a new report on Wireless Internet Use released by Pew Research Center’s Internet & American Life Project, a whopping 56% of Americans report having used some type of mobile device (laptop, cell phones, e-book reader, game console) as a means to gain access to the mobile web.

While this report wasn't focused on youth use of the mobile web and wireless devices, there are some data points that will be of interest to youth media and marketing community:

  • The 11% of online users who have Twitter accounts or monitor Twitter updates are twice as likely as the average to say that sharing or posting content is very important to why they value mobile access.
  • 61% of those between the ages of 18 and 29 have laptops and 55% have used it to connect to the internet on a wireless network.
  • When asked to cite why the value the wireless web, younger users (18-29), more so than all the other age demographics, cited the ability to stay in touch and connect with their friends as a very important factor in what the mobile web offers.

Other Key Insights

  • 39% of all Americans have used a laptop computer to go online wirelessly, making this the primary access point of wireless access.
  • 32% of all Americans have gotten online with a mobile device – meaning they have used a cell phone or other hand held device to check email, access the internet for information, or send instant messages.
  • 51% of all Americans who connect to a wireless web connection have used either a mobile phone or laptop computer.
  • African Americans are now the most active users of the mobile Internet, with 48 percent having used the Internet on a mobile device, and 29 percent claiming to go online with a hand held every day.
  • English-speaking Hispanics are the heaviest users of wireless onramps to the internet.
  • For the majority of white Americans (88%), online access is likely to occur on a broadband connection at home with a laptop or desktop computer.

What Devices Are People Using to Connect to the Mobile Web

  • 45% of adults have iPods or MP3 players, but only 5% of adults have used such a device to go online.
  • 41% of adults have game consoles and 9% of adults have used it to go online.
  • 14% of adults say they have a personal digital assistant and 7% of adults have used a PDA to go online.
  • 2% of adults say they own an e-book reader – a Kindle or a Sony reader – and just 1% of all adults have used it to access the internet.

Related Links

Emotion, Reason & The Web Makes Me Feel

"The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions." - Donald Calne

Last week, for those of us who work in the youth digital media space, a big chunk of everyone's attention was focused on the 'Youth Media Consumption' memo written by an intern at Morgan Stanley.

While many folks were debating its merits and findings, a much less publicized event took place that asked teens not "how" they use the web, but instead focused on the emotion behind "why" they use the web.

The Web Makes Me Feel (TWMMF) is a project headed up by MediaSnackers, a leading UK youth media consultancy, that explored the emotional responses to the social web among 13-19 year olds living in the UK.

Why focus on emotion?

Emotion is a very persuasive hook that, sometimes even more than logic and reason, influences the choices we make, what we buy, or where we go on the web.

Emotion can also drive user adoption and/or motivate people to use (or not) certain types of technology (think iPhone or Kindle) or social networking sites (think Twitter and Facebook!) and in an e-learning environment, emotional resonance is the glue that holds students' attention and fosters student retention.

As part of the TWMMF project, the MediaSnackers team distributed 500 postcards to 13-19 year olds and asked them to describe in one word how the web makes them feel. Respondent's were then given one additional line to explain the reasoning behind their choice. In all, MediaSnackers collected over 143 different emotions. MediaSnackers: The Web Makes Me Feel...

The TWMMF website contains an aggregation of all the emotions collected (over 431 cards) and, here's the really slick part, allows users to explore all the responses and dig deeper by drilling down to look at the results for each word by age and/or gender.

Some of the key findings:

  • Top 10 Emotions: Happy, Connected, Good, Excited, Free, Entertained, Bored, Interested, Socialble and Independent.
  • Gender: Compared to males, the web makes females feel just as positive, negative and neutral as men.
  • Age: The web makes youth feel more positive about the web at 13 years old than they do at 19 years old.
  • Positive/Negative: Overall, the web makes youth feel more positive than negative, with over 56% of feelings expressed classified as positive.
  • Blurred Lines: Our emotions, combined with the social web, are having an impact on our 'real' lives. The line is quickly being blurred.

The TWMMF project and website were rolled out on July 15th at an event held at NESTA and attended by both participants, researchers and other members of the social media community.

At the launch event, the MediaSnackers team asked several of the attendee's 'How Does the Web Make You Feel and Why?' The responses from the video interviews mostly seemed to dovetail with the results of the postcards.

One response, in particular, caught my attention.

When asked the question, this gentleman responded that the web makes him feel guilty. At first I thought this was an odd response. He went on to explain that the web made him feel guilty because at times he felt an internal conflict between his offline and online life.

Ahhh, there it is--the perfect summation of what this project is all about! He felt conflicted because he had made the same emotional connections in his online relationships as he had in his offline life.

Beyond metrics, demographic research, user-experience design, usability studies and other measurable (rational) aspects--in many cases what actually drives our use of the web is emotional resonance.

Many times parents, educators, media and government types draw conclusions about Millennials, social networking and their 'always-on' lifestyles using a methodology based on rational facts and data crunching, failing to give the social and emotional dynamics of teens and technology any consideration.

This project also confirms what the Millennials having been trying to say about the social web all along: it's not about technology, it's about relationships.

Perhaps it's time we started listening.

Related Links

Weekly Wrap: Twittergate, South African Youth, Cool Youth Brands, McTween's, Mobile Web & UK Youth Trends

Morgan Stanley Report on Youth: Unless you've been under a rock, or living in L.A. with the all consuming coverage of all things related to Michael Jackson, you'd be hard pressed to have missed the report on youth media consumption complied by a teen intern at Morgan Stanley. Naturally, everyone has their own take, but most agree that teens don't Tweet. Why? It's a safety thing...don't teens know that they can make their updates private? [Barking Robot] [TIME] [Guardian] [Mobile Behavior] [Business Week] [Marketing Charts] [Mediate] [TechCrunch] [Twitter Support]

Tweet o' the Week: 'I hope to hell people tweet at my funeral. I'm of a different generation, but if I die, there had better be a party." (via @AmberCadabra).

Student Village & South Africa Youth: Marc Kornberger, co-founder of Student Village in 2001 helps companies and brands market their products to the 18-25 youth on campuses across South Africa. Marc has a great post titled, "Six Things You Need to Know About Youth Marketing in South Africa." Good work Marc! [Crammed] [Student Village]

Wisdom from a Gen Y Entrepreneur: Vanessa Patton, a Millennial entrepreneur, shares what she's learned about starting her  own business. Also, if you're a Gen Y entrepreneur, be sure to add yourself to the Under 30 CEO list started by Derek Johnson of Tatango. [Gen Y Guide]

Teen Returns from Solo Sailing Trip Around the World: Zac Sunderland, 17, has become the youngest person to sail around the world alone after docking in Marina del Rey shortly after 10 a.m. His 13-month journey covered about 28,000 miles. What an *amazing* and brave young man. Wow. [ABC 7 LA]

Cool Youth Brands: Graham D. Brown over at mobileYouth has a great round up of Cool Youth Brands, including: Absolut, Apple, Red Bull, Facebook, Twitter, Levi’s, Pepsi, Coke, KFC, McDonald’s, Toyota Scion & Adidas. [mobileYouth]

Tweens are overlooked in the world of fast food.  Too hungry for a kids meal and parents are not ready to pay the high price for an adult meal.  Thank goodness tweens love the dollar menu and think that it's cool. []

Mosque Jams Cell Phones: A device which blocks mobile phone signals has answered the prayers of some Kenyan Muslims. As the world and the web get progressively mobile, there will continue to be a generational tug of war between people, the mobile web and machines. [BBC] [GigaOM] [MobileBehavior]

Google Looks to Campus for Cloud Converts: "Google's got a not-so-secret weapon in its bid to convert the world to applications such as Gmail, Google Docs, Google Talk, Google Sites and, soon, Google's Chrome operating system: the 17 million college students on more than 4,000 campuses across the country."

I wonder if, in light of Twittergate, Gen Y's will reconsider using cloud based services? Speaking of which, Dell and Stoneware have teamed up to provide a 'private cloud' solution for the education market. [AdAge] [Royal Treatment] [TechCrunch]

More on Hispanic Youth Marketing: Over on the always excellent Engage:Teens blog, Jose Villa explains why the Hispanic youth market is too large to ignore, while Iconoculture shares the findings of a new report on Hispanic youth and happiness. Also related: my blog post on Hispanic youth demographics & texting habits. [Engage:Teens] [Iconowatch] [Barking Robot]

One Last Thing: Gen Y's not that into you, debating the future prospects for the cast of the teen reality show 'NYC Prep', hey kids......Facebook is forever!, 2/3 of the adult population are 'ambivalent' about the mobile web, teens are buying less music, US Teen SMS up 100% in year and finally.......why teens are leaving Facebook and where they're headed. [Harvard Business] [NY Daily News] [MediaPost] [Marketing Charts] [Josh Dhaliwal] [TwentySet]

Morgan Stanley Report on Youth Media Consumption

MORGAN EUROPE STANLEY RESEARCH Morgan Stanley & Co. International plc+ Edward Hill-Wood +44 (0)20 7425 9224 Patrick Wellington +44 (0)20 7425 8605 Julien Rossi July 10, 2009 Industry View In-Line +44 (0)20 7425 9755 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. To this end, we asked a 15 year old summer work intern, Matthew Robson, to describe how he and his friends consume media. Without claiming representation or statistical accuracy, his piece provides one of the clearest and most thought provoking insights we have seen. So we published it. 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. For mobiles, price is key – both in terms of handset prices – £100-200 – as well as taking pay as you go as opposed to contracts. Mid-range feature phones still dominate, meaning that Sony Ericsson does well as that's their sweet spot. 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. While these trends will not necessarily surprise, their influence on TMT stocks cannot be underestimated. Morgan Stanley does and seeks to do business with companies covered in Morgan Stanley Research. As a result, investors should be aware that the firm may have a conflict of interest that could affect the objectivity of Morgan Stanley Research. Investors should consider Morgan Stanley Research as only a single factor in making their investment decision. Customers of Morgan Stanley in the US can receive independent, third-party research on companies covered in Morgan Stanley Research, at no cost to them, where such research is available. Customers can access this independent research at or can call 1-800-624-2063 to request a copy of this research. For analyst certification and other important disclosures, refer to the Disclosure Section, located at the end of this report. += Analysts employed by non-U.S. affiliates are not registered with FINRA, may not be associated persons of the member and may not be subject to NASD/NYSE restrictions on communications with a subject company, public appearances and trading securities held by a research analyst account. MORGAN STANLEY RESEARCH July 10, 2009 Media & Internet How Teenagers Consume Media By Matthew Robson (Aged 15 yrs & 7 months) 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 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. 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 release 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 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 2 MORGAN STANLEY RESEARCH July 10, 2009 Media & Internet 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. 3 MORGAN STANLEY RESEARCH July 10, 2009 Media & Internet 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. ! ! 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 1/3 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 ... 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). 4 MORGAN STANLEY RESEARCH July 10, 2009 Media & Internet Morgan Stanley & Co. International plc, authorized and regulated by Financial Services Authority, disseminates in the UK research that it has prepared, and approves solely for the purposes of section 21 of the Financial Services and Markets Act 2000, research which has been prepared by any of its affiliates. As used in this disclosure section, Morgan Stanley includes RMB Morgan Stanley (Proprietary) Limited, Morgan Stanley & Co International plc and its affiliates. For important disclosures, stock price charts and rating histories regarding companies that are the subject of this report, please see the Morgan Stanley Research Disclosure Website at, or contact your investment representative or Morgan Stanley Research at 1585 Broadway, (Attention: Equity Research Management), New York, NY, 10036 USA. The following analysts hereby certify that their views about the companies and their securities discussed in this report are accurately expressed and that they have not received and will not receive direct or indirect compensation in exchange for expressing specific recommendations or views in this report: Edward Hill-Wood. Unless otherwise stated, the individuals listed on the cover page of this report are research analysts. Morgan Stanley Research has been published in accordance with our conflict management policy, which is available at As of June 30, 2009, Morgan Stanley beneficially owned 1% or more of a class of common equity securities of the following companies covered in Morgan Stanley Research: BSkyB, Informa, Lagardere, Reed Elsevier NV, Reed Elsevier PLC,, SES, TF1, Vivendi, Wolters Kluwer, Yell. As of June 30, 2009, Morgan Stanley held a net long or short position of US$1 million or more of the debt securities of the following issuers covered in Morgan Stanley Research (including where guarantor of the securities): BSkyB, DMGT, Eutelsat Communications, Havas, ITV, Lagardere, Pearson, Publicis Groupe, Reed Elsevier PLC, SES, TF1, Thomson Reuters Corp., Thomson Reuters PLC, United Business Media, Vivendi, Wolters Kluwer, WPP Group Plc, Yell. Within the last 12 months, Morgan Stanley managed or co-managed a public offering of securities of Thomson Reuters Corp.. 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Disclosure Section Analyst Certification Global Research Conflict Management Policy Important US Regulatory Disclosures on Subject Companies STOCK RATINGS Morgan Stanley uses a relative rating system using terms such as Overweight, Equal-weight, Not-Rated or Underweight (see definitions below). Morgan Stanley does not assign ratings of Buy, Hold or Sell to the stocks we cover. Overweight, Equal-weight, Not-Rated and Underweight are not the equivalent of buy, hold and sell. Investors should carefully read the definitions of all ratings used in Morgan Stanley Research. In addition, since Morgan Stanley Research contains more complete information concerning the analyst's views, investors should carefully read Morgan Stanley Research, in its entirety, and not infer the contents from the rating alone. In any case, ratings (or research) should not be used or relied upon as investment advice. An investor's decision to buy or sell a stock should depend on individual circumstances (such as the investor's existing holdings) and other considerations. Global Stock Ratings Distribution (as of June 30, 2009) For disclosure purposes only (in accordance with NASD and NYSE requirements), we include the category headings of Buy, Hold, and Sell alongside our ratings of Overweight, Equal-weight, Not-Rated and Underweight. Morgan Stanley does not assign ratings of Buy, Hold or Sell to the stocks we cover. Overweight, Equal-weight, Not-Rated and Underweight are not the equivalent of buy, hold, and sell but represent recommended relative weightings (see definitions below). To satisfy regulatory requirements, we correspond Overweight, our most positive stock rating, with a buy recommendation; we correspond Equal-weight and Not-Rated to hold and Underweight to sell recommendations, respectively. 5 MORGAN STANLEY RESEARCH July 10, 2009 Media & Internet Stock Rating Category Coverage Universe Investment Banking Clients (IBC) % of % of % of Rating Count Total Count Total IBC Category Overweight/Buy Equal-weight/Hold Not-Rated/Hold Underweight/Sell Total 739 1022 31 485 2,277 32% 45% 1% 21% 235 290 7 87 619 38% 47% 1% 14% 32% 28% 23% 18% Data include common stock and ADRs currently assigned ratings. An investor's decision to buy or sell a stock should depend on individual circumstances (such as the investor's existing holdings) and other considerations. Investment Banking Clients are companies from whom Morgan Stanley or an affiliate received investment banking compensation in the last 12 months. Analyst Stock Ratings Overweight (O). The stock's total return is expected to exceed the average total return of the analyst's industry (or industry team's) coverage universe, on a risk-adjusted basis, over the next 12-18 months. Equal-weight (E). The stock's total return is expected to be in line with the average total return of the analyst's industry (or industry team's) coverage universe, on a risk-adjusted basis, over the next 12-18 months. Not-Rated (NR). Currently the analyst does not have adequate conviction about the stock's total return relative to the average total return of the analyst's industry (or industry team's) coverage universe, on a risk-adjusted basis, over the next 12-18 months. Underweight (U). The stock's total return is expected to be below the average total return of the analyst's industry (or industry team's) coverage universe, on a risk-adjusted basis, over the next 12-18 months. Unless otherwise specified, the time frame for price targets included in Morgan Stanley Research is 12 to 18 months. Attractive (A): The analyst expects the performance of his or her industry coverage universe over the next 12-18 months to be attractive vs. the relevant broad market benchmark, as indicated below. In-Line (I): The analyst expects the performance of his or her industry coverage universe over the next 12-18 months to be in line with the relevant broad market benchmark, as indicated below. Cautious (C): The analyst views the performance of his or her industry coverage universe over the next 12-18 months with caution vs. the relevant broad market benchmark, as indicated below. Benchmarks for each region are as follows: North America - S&P 500; Latin America - relevant MSCI country index or MSCI Latin America Index; Europe - MSCI Europe; Japan - TOPIX; Asia - relevant MSCI country index. . 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Investment advisory service is provided in accordance with a contract of engagement on investment advisory concluded between brokerage houses, portfolio management companies, non-deposit banks and clients. Comments and recommendations stated here rely on the individual opinions of the ones providing these comments and recommendations. These opinions may not fit to your financial status, risk and return preferences. For this reason, to make an investment decision by relying solely to this information stated here may not bring about outcomes that fit your expectations. The trademarks and service marks contained in Morgan Stanley Research are the property of their respective owners. Third-party data providers make no warranties or representations of any kind relating to the accuracy, completeness, or timeliness of the data they provide and shall not have liability for any damages of any kind relating to such data. The Global Industry Classification Standard ("GICS") was developed by and is the exclusive property of MSCI and S&P. Morgan Stanley Research, or any portion thereof may not be reprinted, sold or redistributed without the written consent of Morgan Stanley. Morgan Stanley Research is disseminated and available primarily electronically, and, in some cases, in printed form. Additional information on recommended securities/instruments is available on request. 7 MORGAN STANLEY RESEARCH The Americas 1585 Broadway New York, NY 10036-8293 United States Tel: +1 (1) 212 761 4000 Europe 20 Bank Street, Canary Wharf London E14 4AD United Kingdom Tel: +44 (0) 20 7 425 8000 Japan 4-20-3 Ebisu, Shibuya-ku Tokyo 150-6008 Japan Tel: +81 (0) 3 5424 5000 Asia/Pacific 1 Austin Road West Kowloon Hong Kong Tel: +852 2848 5200 Industry Coverage:Media & Internet Company (Ticker) Edward Hill-Wood Aegis Plc (AEGS.L) CTC Media (CTCM.O) DMGT (DMGOa.L) Eutelsat Communications (ETL.PA) Havas (EURC.PA) IPSOS (ISOS.PA) JCDecaux (JCDX.PA) Johnston Press (JPR.L) Lagardere (LAGA.PA) Publicis Groupe (PUBP.PA) SES (SESFd.PA) Trinity Mirror (TNI.L) WPP Group Plc (WPP.L) Yell (YELL.L) Julien Rossi Antena 3 (A3TV.MC) Gestevision Telecinco (TL5.MC) M6 (MMTP.PA) Mediaset (MS.MI) ProSiebenSat1 (PSMG_p.DE) (SLGC.PA) TF1 (TFFP.PA) Patrick Wellington BSkyB (BSY.L) ITV (ITV.L) Informa (INF.L) Mecom (MEC.L) Pearson (PSON.L) Reed Elsevier NV (ELSN.AS) Reed Elsevier PLC (REL.L) Thomson Reuters Corp. (TRI.TO) Thomson Reuters PLC (TRIL.L) United Business Media (UBM.L) Vivendi (VIV.PA) Wolters Kluwer (WLSNc.AS) Rating (as of) Price (07/09/2009) U (01/28/2009) E (09/16/2008) E (12/12/2008) O (08/03/2007) U (01/28/2009) E (06/16/2008) U (04/23/2009) E (03/15/2006) E (01/29/2007) E (10/23/2003) O (12/01/2006) O (08/01/2008) U (01/28/2009) O (07/24/2008) U (11/06/2006) E (09/29/2008) O (04/28/2009) E (07/09/2009) E (06/10/2008) E (01/29/2008) E (04/28/2009) E (04/21/2009) E (07/14/2008) O (12/17/2008) E (12/13/2007) E (05/22/2009) O (02/04/2009) E (06/18/2009) E (03/26/2009) O (05/18/2009) E (03/26/2009) E (03/17/2009) E (03/26/2009) 83p US$9.92 288p "18.18 "1.75 "17.82 "10.9 17p "22.9 "20.52 "13.18 60p 392p 22p "5.15 "5.73 "12.21 "3.86 "3.52 "19.8 "7.43 478p 34p 220p 1p 587p "7.87 458p C$32.44 1,704p 372p "17.02 "12.4 Stock Ratings are subject to change. Please see latest research for each company. © 2009 Morgan Stanley

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Music 2.0: MTV Survey, MySpace Mobile, Twitter & Music, Warner Music Tax

MTV Survey Warns Of Loud Music's Impact on Hearing: MTV study on loud music & hearing loss looks to media, health pros to raise prevention awareness. [Ypulse]

MySpace: A Place For Phones:
One question the effort to refocus on entertainment raises is how the shift affects the site's mobile strategy. Earlier this year, MySpace CEO Chris De Wolfe expressed big ambitions for the company's mobile business. [MediaPost]

10 Ways to Share Music on Twitter: Turns out, there are plenty of ways to share tunes on Twitter as well. Here are ten of the best ways to tweet about what you’re listening to. [Mashable]

Fewer Teens Share Music Illegally: The survey of 1,000 fans also shows that many14 to 18 year olds are now streaming music regularly online using services such as YouTube and Spotify. [Guardian UK]

Twitter Music Chart: A Billboard Hot 100 for Twitter? Since so much music is shared on the microblogging service, it’s possible to use this data to figure out which songs are attracting the most buzz, much like Twitter’s trending topics. [Mashable]

Search Engines for Music Lovers: If you have trouble finding music on the Web, you'll be happy to know there are search engines designed specifically for finding your favorite tunes. They can help you stream everything from Top 40 hits to classics. [CNET]

EMI is Screwed. Utterly Screwed: What is EMI’s role in this new music ecology? [Music Think Tank]

Five Ways the Mobile Phone will Change How You Listen to Music: The portable music revolution has only been with us for a few years, but we may already be on the cusp of the another paradigm shift. [Wired]

British Music Ranks Number One on the World Scale:  According to a new survey, one in three Americans agreed that when it comes to popular music, the Brits hit the right notes. [Transatlanticism]

Music Marketing Lessons From Groove Armada And Neko Case: In an interesting study in contrasts, this past week we’ve come across two artists who are taking slightly different approaches to arrive at the same goal: to get you to listen to their latest album and share it with your friends. [Ypulse]

Warner Music Pitches Music Tax To Universities: You Pay, We Stop Suing: The idea would be to get various ISPs to simply add an additional fee to everyone’s internet access, have that money go into a pool that the recording industry would be responsible for paying out — and then let people have free reign for file sharing. We hadn’t heard much about this music tax lately, but apparently attention is now being focused on getting universities to buy into the plan. [TechDirt]

Millennials, Mobile Phones & Social Oxygen

Gen C live for the weekend, it's when their social lives are amplified. The mobile phone is their 'social oxygen', especially on the weekend. A look into the importance of the weekend for Aussie youth as well as the role the mobile plays. via Dan Pankraz

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Weekly Wrap: Social Media, TV & Michael Jackson, Captain EO, Video Game Tips for Parents, Teens Leaving Facebook, Bruno & MySpace, Adam Lambert on Michael Jackson

Social Media, TV, Michael Jackson & Saying Goodbye to the 'King of Pop': Michael Jackson's  memorial service garnered huge numbers on TV, but it also did big numbers on the social web. Facebook and CNN teamed up again to provide a live stream of Jackson's memorial and allow viewer to simultaneously share their thoughts on Facebook. Also worth a read is John Morton's post on 'The Passing of Michael Jackson & Mass Media.'

Over on, Ypulse Youth Advisory Board member Nina shares who 'Michael Jackson was to Today's Teens.' In other related news, Disney may re-release the 3D Jackson space fantasy multimedia experience/film 'Captain Eo' and American Idol alum Adam Lambert shares his thoughts on Michael Jackson. [TechCrunch] [eWeek] [] [] [Examiner] [YouTube] [Rolling Stone]

Declaration of Independence from Social Media (For One Day): "When in the course of human events it becomes necessary for people to dissolve the digital bands which have connected them with all of their friends they haven’t seen since preschool, and to assume a life away from the computer for one day, a respect for other Internet users requires that the person should declare the causes which cause them to separate from social media for that day." (Very clever and worth reading!) [Examiner]

Bing Now Bigger Than Digg, Twitter & CNN: According to, Bing was able to amass 49.57 million unique visitors in its first month as Microsoft’s official search engine. Bing’s traffic trumps that of Digg 38.96 million) Twitter (23 million), and CNN (28.54 million). We want to note that this focuses on U.S. visitors, since Compete does not track international visits. [Mashable]

Tweet of the Week: "If Google bought Twitter, it wouldn't get a new feature for 3 years. If Apple bought it, tweets would be .99 but you'd get a 10 character preview." [@DanielFlorien]

Raising a Healthy Gamer: Parenting is always a tough job, and video games are a tricky subject in today's families. Ars offers a no-BS guide to dealing with gaming and your children, and their advice is simple: you know your children better than anyone else.

Also be sure to check out video game parenting tips from the folks over at Microsoft & XBox 360 along with safety tips from Yahoo!, Disney and AOL. Just keep in mind that your kid is probably smart enough to hack your parental controls. [ARS Technica] [Yahoo! Safely] [AOL Parental Controls]

How to connect to Today's Millenials: Shop-Eat-Surf has a recap of a presentation given by Michael Wood, the Senior VP of Syndicated Research at Teen Research Unlimited (TRU), at the SIMA Boot Camp on understanding today's millennials. Hat tip to Group Y Sports for the heads up! [Shop Eat Surf]

Kids, Video Games, Learning & Health
: The Center on Media and Child Health (CMCH) has a good analysis of the Game Changer: Investing in digital play to advance children's learning and health report released by the Joan Ganz Cooney Center at Sesame Workshop. [CMCH]

One Last Thing: Check out this mashup of the Michael Jackson classic 'Billie Jean' by Soulwax (great, great stuff!), Julia Fallon offers advice for educators Lost in Web 2.0 Cyberspace (pdf), a must-read article with fantastic ideas for teaching kids about media literacy & body image (thanks @tandrusiak!), as grandpa & grandma join Facebook--teens begin to bail, according to new research from BabyCenter 39% of moms report that they make 'net time' their quiet time, Crain's New York Business wonders if Bruno can save MySpace, and finally...don't tell Al Gore, but the environment is not the number one social cause among college students (pdf). [YouTube] [Princial Leadership] [] [Read Write Web] [Crain's New York Business] [SurveyU]

Study: TV Linked to Kids' Bullying

A new study shows that the more television children watch, the more likely they are to become bullies. Dr. Joseph Wright of the American Academy of Pediatrics explained on The Early Show.

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Japanese Youth Trend Watch: Manba & Para Para Dance

Manga A few weeks ago I blogged about the 'bagelhead' trend that is popular in the underground club scene in cities like Tokyo and Osaka.

This week it's all about 'manba'....I know, you're asking yourself, "What the heck is manba?" I think TV Mole has the best and most succinct definition:

"Manba is where teens wear dark make-up, white eyeshadow and multicoloured wigs. There is a growing manba scene in London who meet in Chinatown and take part in a type of line dancing (known as 'Para Para')."

According to a story about the manba trend on the BBC:

"young people in the UK have been learning about the intricacies of 'manba' by making friends on the other side of the world using social networking sites and learning how to re-create the style through videos on YouTube."

Thankfully, to the best of my knowledge, the 'bagelheads' and the 'manba' folks don't hang out together. Now that would be one heck of a rumble....

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Teen Tech Guru Jailbreaks iPhone 3GS

Wall Street Journal report Yukari Iwatani Kane has written a great piece about Ari Weinstein, a teen hacker who along with a bunch of other teens he met online, was able to jailbreak the Apple iPhone 3GS and iTouch.

Ari's just your typical 11 year old boy who can hack around the AOL parental controls, figure a work around that allows him to download games onto his iTouch for free and, oh yeah--meet up with other teen geeks online and jailbreak an iPhone.

No Apple isn't happy. And yes, Ari's parents have talked to him about ethics. And oh, they also made sure that Ari got an attorney.

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