Derek E. Baird :: Barking Robot

Infographic: Youth, Digital Trends & Social Networking in China

View Large | www.gplus.com

Related Links

• Chinese Youth Digital Trends
• China's 'Angry Youth' Problem
• A Look at China's 240 Million Mobile Youth

Shanghai 5: A Documentary About Chinese Youth Skateboarding Culture

Shanghai 5 from Charles Lanceplaine on Vimeo.

Directed, Filmed, produced and edited by: Charles Lanceplaine | Thanks to Amanda Mooney for the heads up!

Weekly Wrap: China, Social Media & Chinese Youth Trends

I've been doing some research on Chinese youth culture and their use of technology, mobile phones & social networking for a book chapter I'm working on and thought I'd share some of my research.

The following sites and articles have provided me with a pretty good insight into what it means to be a Chinese Millennial.

China's Top 4 Social Networks: There is no single dominant network, no Facebook for all of China. The actual Facebook.com is blocked by government censors (Chinese sites all obediently and quickly remove “objectionable” content). No single social network will conquer the China market in the immediate future, least of all a foreign one. [China Social Games]

Digital Confucius Introduces Chinese Students to Liberal Arts at Yale and Beyond: Hundreds of thousands of young Chinese are joining a new craze: auditing American university courses available online. Of most interest: topics like happiness and justice. [CS Monitor]

China's New Culture of Cool: China’s 1.3 billion citizens—particularly the 640 million who are under age 30—are becoming a world force. However, China is not a monolithic culture.

Though deeply rooted in native traditions, its contemporary marketplace is eclectic, combining regional styles with elements borrowed from foreign cultures.

And, it is evolving at a remarkable pace. To succeed in this dynamic emerging market, smart businesses need to understand its driving influences—especially its urban youth. [Cheskin Added Value]

Mobile Youth Trends | China 2010: The Mobile Youth Trends China 2010 Report provides marketing and product managers an overview of both the quantitative and qualitative state of play with young mobile customers (aged 5-29). [MobileYouth]

China Internet Status Report 2010: The latest report on China Internet is ready, which is based on CNNIC data. [China Internet Watch]

China Internet Network Information Center: China Internet Network Information Center (CNNIC), the state network information center of China, was founded as a non-profit organization on Jun. 3rd 1997.

Enovate: In short, we’re a Shanghai-based insights and design agency. We combine on-the-ground research and an experienced strategy team, to arrive at innovative solutions to China’s youth market. We work with a wide range of client to build meaningful relationships with Chinese youth.

A Look at China's 240 million mobile youth: China’s legion of 240 million mobile owners under 30 yrs old has a significant bearing on the shape of the mobile phone industry and we’re fortunate to have Jesse Hu in the region to do our on-the-street research for us down in Shenzhen city. [Mobile Youth]

Infographic: Social Media Equivalents in China

Image Credit: Enovate

Trend Watch: China's 'Angry Youth' Movement

The transcript of Kai-Fu Lee's keynote on China's 'Angry Youth' at The Brookings Institution is a fascinating read full of insight and observations of Chinese youth made by someone with the experience and knowledge to do so.

Dr. Lee was the founder of China-based Microsoft Research Asia and was the founding president of Google China. Kai-Fu Lee, is a household name in China, has written three best selling books and all them aim to help people understand, educate or mentor China's young people.

According to Dr. Lee China’s "angry youth," or fenqing, present a challenging phenomenon to both China and the outside world. These young men and women often use the Internet and other channels of political discourse to publicly express their critical views.

Earlier this year Accenture released a report that found young Chinese (14-27 years old) spend an average of 34 hours each week using real-time communications and social media/networking tools. At 34 hours a week, that number is almost triple the average of the other 12 countries profiled in the report.

So who exactly are China's "angry youth?" According to Kai-Fu Lee:

"So when we talk about angry youth, I think we're talking about post-80's, people born after 1980, that they had access to the internet, and that they often use it to vent their frustrations and that frustration often comes from either their patriotism or their desire to seek that which is righteous, fair, true and transparent.

They care about social issues. They're concerned and they feel that they need to be outspoken to have their voices heard, and they often use the internet to gain knowledge and to have their voice heard.

...when we talk about angry youth, I really don't want to think about this as a very negative term because I think if we think deeply about what angry youth are about, this is people who are young people who have access to information, who have a sense of social repsonsiblity, who have their sense of right and wrong--they are not always right--but they have a sense of right and wrong.

Their hyper-nationalistic and often anti-Western sentiments, which first emerged in the late 1990s and are widely disseminated today, stand in sharp contrast to a generation of Chinese youth just 20 years ago.

What gives rise to the frustrations of China’s "angry youth?" How representative of China’s youth are fenqing? What implications does their existence have for the country’s political trajectory? How will the growing influence of China’s "angry youth" impact China’s foreign policy in years to come?

This keynote aims to both answer these questions as well as educate Westerners on the emerging trends among Chinese youth.

China's 'Angry Youth' Movement

 

Related: Barking Robot@Tumblr > China's Top Social Networks

Infographic: Chinese is the New Dominant Language of the Internet

via thenextweb.com

China gained 36 million additional internet users last year meaning there are now over 440 million internet users in the country.

English has long been the most widely used language on the internet but with Chinese Internet growth rising at the rate it is, it could be less than five years before Chinese becomes the dominant language on the internet.

Global Youth: Chinese Millennials' Use of Technology, the Internet, Social Media & Mobile Devices

Earlier this year Accenture released a report that found that young Chinese (14-27 years old) spend an average of 34 hours each week using real-time communications and social media/networking tools. At 34 hours a week, that number is almost triple the average of the other 12 countries profiled in the report.

Global Research on Millennials Use of Technology

Other key findings from the Accenture report:

• Chinese youth dwarfed other countries’ video game habits (14 hours compared to 3.4 for other countries);

• Online Shopping ( 5.1 hours vs. 1 hour for other countries);

• Virtual Worlds (5.3 hours vs. 1 hour for youth in other countries);

• Chinese youth are more obsessed with real-time chat at work than any other nation in the survey. Reporting that on average they spend 9.2 hours each week on instant messaging;

• Chinese are more enthusiastic about posting personal information on blogs or social networks than any other nation surveyed;

• Social profiling is most common in China where Millennials report that 50% of their time using SNS is spent trying to learn more about peers or superiors.

Chinese Youth and Social Networking

Currently the most popular social networking utilities for Chinese youth include QQ, MSN, RenRen and Kaixin. In China there are 640 million people under the age of 24. Like other markets, the Chinese SNS ecosystem is peppered with lots of niche communities.

Related: China’s Top 4 Social Networks

QQ, with 1 billion registered accounts (keep in mind that users are allowed to have multiple accounts, so that number skews a bit high), seems to be the leading SNS with Chinese youth and its revenues were reportedly four times higher than Facebook.

Chinese Youth, Mobile Phones and the Internet

Other key facts about Chinese use of the internet based on China Internet Network Information Center (CNNIC) data:

• By June 2010, Chinese internet users has reached 420 million, up 9.38% since Dec 2009;

• 41% of Chinese interet users are above 30 years old;

• 88% accessed the internet from home;

• 77% use mobile phone to access the Internet in their leisure time;

• Mobile IM is most popular application, used by 61% of Chinese Internet users;

• Chinese boys are more likely to own a mobile phone  before Chinese girls. In addition, the "network effect" appears to play a stronger role in the adoption of mobile technology among Chinese youth.

Global ‘Digital Life’ research project reveals major changes in online behavior

The largest ever global research project into people’s online activities and behaviour – Digital Life – was launched earlier this week by TNS, the world’s biggest custom research company.

Covering nearly 90 per cent of the world’s online population through 50,000 interviews with consumers in 46 countries, the study reveals major changes in the world’s online behaviour.

Among the key findings of the study are:

• Globally, people who have on-line access have digital sources as their number one media channel. 61% of online users use the internet daily against 54% for TV, 36% for Radio and 32% for Newspapers.

• Online consumers in rapid growth markets have overtaken mature markets in terms of engaging with digital activities. When looking at behaviour online, rapid growth markets such as Egypt (56%) and China (54%) have much higher levels of digital engagement than mature markets such as Japan (20%), Denmark (25%) or Finland (26%). This is despite mature markets usually having a more advanced internet infrastructure.

• Activities such as blogging and social networking are gaining momentum at huge speed in rapid growth markets. The research shows four out of five online users in China (88%) and over half of those in Brazil (51%) have written their own blog or forum entry, compared to only 32% in the US.

• The Internet has also become the default option for photo sharing among online users in rapid growth markets, particularly in Asia. The number of online consumers who have ever uploaded photos to social networks or photo sharing sites is 92% in Thailand, 88% in Malaysia and 87% in Vietnam, whilst developed markets are more conservative. Less than a third of online consumers in Japan (28%) and under half of those in Germany (48%) have uploaded photos to such sites.

TNS Digital Life: Drivers of Online Behaviour

• Growth in social networking has been fuelled by the transition from PC to mobile. Mobile users spend on average 3.1 hours per week on social networking sites compared to just 2.2 hours on email. The drive to mobile is driven by the increased need for instant gratification and the ability of social networks to offer multiple messaging formats, including the instant message or update function.

• The digital landscape will change in the future. Research shows that consumers expect their use of social networking on mobiles to increase more than use through PC. In the US, for example, a quarter (26%) of online consumers expect their use of social networking on a PC to increase in the next 12 months compared to over a third (36%) who will be looking to their mobile to increase usage. In Australia the figures are 26% and 44% respectively, and in Sweden they are 28% and 53%.

TNS Digital Life: The North American Digital Landscape  

• Online consumers are spending more time on social networking sites such as Facebook. In rapid growth markets such as Latin America, the Middle East and China, the average time spent, per week, on social networking is 5.2 hours compared to only 4 hours on email.

• Online consumers in mature markets remain more reliant on email, spending 5.1 hours checking their inboxes compared to just 3.8 hours on social networking. The heaviest users of social networking are in Malaysia (9 hours per week), Russia (8.1 hours per week) and Turkey (7.7 hours per week).

• When it comes to who has more friends, online consumers in Malaysia tops the list with an average of 233 friends in their social network, closely followed by Brazilians with 231. The least social are the Japanese with just 29 friends and Tanzanians have, on average, 38 in their circle of friends. Surprisingly, Chinese consumers only have an average of 68 friends in their networks despite being heavy users of social networking sites, indicating a culture that embraces fewer but closer friendships.

Infographic: Social Media Equivalents in China

View Large | via www.thomascrampton.com

Related: Infographic | World Map of Social Networks

Global Youth: HP Partners With China's Communist Youth League

Hewlett-Packard is finding unusual comrades -- members of China's Communist Youth League -- to help expand its business in rural China.

The HP USVO "Creating a Better Life" contest, announced in December 2009, encouraged USVOs to submit plans on how IT can help their respective villages. The U.S. company received over 1,000 submissions and whittled the entries down to 100. Almost 59,000 USVOs and village residents cast online votes to name 30 finalists.

The "Creating a Better Life" program was hosted on a micro-site (cunguan.youth.cn/hp) on the Communist Youth League's web platform Youth.cn. That's a "major" show of government support for the contest, said Mr. Seow, because the Youth.cn site falls directly under the authority of China's Communist Party.

Some of the twenty-something USVOs who took part in the contest already have a relationship with HP. As college grads who mostly come from China's most sophisticated cities like Beijing, Shanghai and provincial capitals, many were already tech-savvy consumers, exactly the target market for HP's earlier three-year "My Computer, My Stage" program.

"My Computer, My Stage" was designed to show budding filmmakers, artists and musicians how much fun HP products could be in the pursuit of self-expression.

via adage.com

Trend Watch: China's Most Popular Social Network for Teens

Where do China's 500 million Millennials hang out online? Facebook? MySpace? Twitter? Nope.

For Chinese youth, it's all about 360quan.com!(EN)

The popular social networking service is the leading social media network for Chinese teens. Like other social networking platforms, 360Quan provides all the most popular features, including personal digital space, blogs, music, videos, photo albums, games and other multimedia services.

According to China Travel Trends.com: "360quan.com positions itself as the platform for those born in the 1990s: hip, trendy, and new. It has strong branding on this by promoting the pages of ‘cool’ kids on the website – for instance those who play parkour, graffiti artists and punks.

Its overall alternative aesthetic and the tagline ‘young, stylish SNS’ in the title bar shows this. PK, or users going up head-to-head against each other, is a big activity on 360Quan and online ‘clans’, ad-hoc groups of users linked by common interest or mutual acquaintance, define sub-communities within the giant user base.

There is a brand channel on 360quan, where fashion labels are displayed, such as the latest Jimmy Choo collection from H&M. The channel also advises girls how to put different outfits together and is sponsored by the fashion website 27.com."

Related: The Sexual Revolution of Chinese Youth

Update: 360quan.com to shut down

Weekly Wrap: Mobile Donations, Neglecting Gen X, Facebook Marketing, Gen Y Goes GaGa, More Kids Go Mobile, Social TV, Google's China "Problem" & More!

Mobile Donations Make Giving Easier: Text message donations to Haiti are in the millions. Katya Andresen, chief operating officer at Network for Good, talks with American Public Media's Kai Ryssdal about why this type of giving is growing in popularity and how big of a role it will have in helping Haiti. [American Public Media]

10 Musts for Marketing to Women on Facebook: There are over 56 million women using Facebook in the United States, and for marketers this means one very important thing –- if you have a brand, product or company that targets women, Facebook is the place to be. [Mashable]

Why Millennials Are Going Gaga for Lady GaGa: She’s funky. She’s weird. She’s different. She’s who we all are on the inside. Unless you were a cheerleader (a thin one) or a mildly attractive quarterback, chances are you felt out of place in high school.

Whether you were called a freak, a basket case, a fag, or a fat ass to your face or behind your back, secondary education, and everything leading up to it, is a playground for ostracizing as many of your peers as possible. [Next Great Generation] Related: 10 Things Brands Can Learn From Lady GaGa

Spot411: A social TV platform that tells you what and when your friends and family are watching. Hmm. Looks interesting. Anyone tried this? [Spot411]

Google's Social Media Plans for 2010: Google plans to expose and elicit more of the social network built into the tools that many of us already use — Gmail, Google Talk, etc. If you use Google products, the company already knows who your most important contacts are, what your core interests are, and where your default locations are. [GigaOm]

I'll Tumblr for Ya: Do you use Tumblr? Be sure to check out the new Tumblr backup mac desktop app! Speaking of Tumblr, be sure to check out MiniRobot! [Tumblr] 

Couch Potatoes May Have Shorter Life Spans: The researchers suggest this link between TV-time and early death could be partly due to the fact that sitting in front of the tube may take away from time a person might otherwise spend moving about, engaging in light activity, which has been shown to reduce the risk of developing certain biological indicators of cardiovascular disease. [Yahoo! News]

Why No One Cares About Gen X: Financial institutions are falling all over each other trying to attract Gen-Y consumers. But what about Gen X? It doesn’t seem like financial institutions care all that much about Gen X. Why is that? Here’s the explanation. [The Financial Brand]

Are American Kids Crazy or What?: American teenagers are rebellious thrill-seekers who revel in immediate gratification and relinquish autonomy to peer pressure. But is it just the devil of biology that makes them do it? Or is American culture an accessory to the fact? [Miller McCune]

Why Google Wasn't Winning China Anyway: Google's decision to pull out of China unless the authorities will allow uncensored search results -- an unlikely outcome -- probably does stem from moral outrage over the government's heavy-handed tactics. But it could be a face-saving way to exit a market where Google has made surprisingly little progress. [AdAge]

Hallmark Launches Augmented Reality Cards: Hallmark Cards has announced the release of webcam greetings, new cards that use augmented reality technology to bring the card to life on a computer screen. [Shopping Blog]

Child Mobile Ownership Up: More than one-third of 10-to-11-year-olds in the US owned a mobile phone in 2009, compared with 20% in 2005. Ownership among kids ages 6 to 11 rose from 11.9% to 20% over the same time period. Thanks Graham! [eMarketer]

Meet the NEXT: Get the low-down on this new section that embraces a down-and-dirty style of filmmaking. If a filmmaker wants to create his or her own idiosyncratic vision, it’s often not worth looking around for a big budget, waiting for others to say it’s ok to make it. [Sundance Film Festival 2010]

Weekly Wrap: Sears to Sell Toys (Again), MTV Mobile Marketing, Riley Project for Charity Water, Virtual Goods & Britney Spears, Cheskin on Chinese Youth & Facebook for Grandma

Return to Toyland: Sears, famous for its Christmas Wish Book, has announced that it's returning to the toy business in time for the holiday season. Also, Costco has pulled a controversial doll from its shelves after customers complained it was racist. [LA Times] [KTLA]

MTV Youth Marketing Uses Mobile to Promote Setting Goals: MTV launched a new multi-platform advertising initiative inviting youth to publicly share something they feel strongly about. [MobileMarketer]

The Riley Project: After learning that 5,000 kids die a day because they do not have clean water, 7-yr-old Riley Goodfellow wanted to see what 5000 kids dying a day looked like. She drew 5,000 lines to help people understand how many kids die a day. It took her about 4 days to make the lines. Riley is now collecting donations to fund new wells in Africa through one of my favorite organizations--Charity Water. [Riley Project] [Charity:Water]

NAEP on Technical Literacy: The National Assessment of Educational Progress (NAEP) has released a draft framework for the national assessment of technological literacy, the first to gauge students’ understanding of and skill in using a range of tools, has been presented to the board that oversees the testing program. [Education Week]

Virtual Goods, Real Money: Virtual goods represent one of the strongest ways that marketers and retailers can get involved with virtual worlds, and their popularity in social networks has increased with the opening up of the Facebook platform. This potential gold mine has inspired Britney Spears to launch her own line of virtual gifts on Facebook. [eMarketer] [Britney Spears.com]

Less than 1/20 Social Networkers Pay Attention to Ads: Research out today by LinkShare (via the Internet Advertising Bureau) shows that only 4% of users have ever clicked on an advert on a social network. [Social Media Today]

Miley's Choice: Over on Ypulse, Anastasia Goodstein has an excellent essay about Miley Cyrus' and her risque "pole dance" performance on the 2009 Teen Choice Awards. [Ypulse.com]

Tweet O' the Week: "One of the few holy traditions that Christians, Jews, and Muslims all hold sacred in common? S'mores." (via @sacca)

Cheskin on Chinese Youth Culture: China’s New Culture of Cool provides answers to these questions and more. LiAnne Yu, Cynthia Chan and Christopher Ireland take a fresh, easy-to-read look at the emerging, affluent and influential middle class of China. [Cheskin]

Speed Round: A 11-year old interviews President Obama, Secretary of Education Arne Duncan is bullish on mobile phones in the classroom, research conducted by Common Sense Media found that parents aren't hip to what their teens are doing online (shock! awe!), Ars Technia has compiled an excellent privacy guide for Facebook (thanks Anastasia!) and Rookie Moms has a Facebook guide for grandma, Glyndŵr University is hosting a conference on how youth and community work practice can respond to the digital transformation of society, and finally........CNN asks if the Twitterati can sell your soda pop! [ABC News] [Tech Disruptions] [Common Sense Media] [Ars Technia] [Rookie Moms] [Glyndŵr University] [CNN]

Morgan Stanley Report on Youth Media Consumption

MORGAN EUROPE STANLEY RESEARCH Morgan Stanley & Co. International plc+ Edward Hill-Wood Edward.Hill-Wood@morganstanley.com +44 (0)20 7425 9224 Patrick Wellington Patrick.Wellington@morganstanley.com +44 (0)20 7425 8605 Julien Rossi July 10, 2009 Industry View In-Line Julien.Rossi@morganstanley.com +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 www.morganstanley.com/equityresearch 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 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. 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 www.morganstanley.com/researchdisclosures, 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 www.morganstanley.com/institutional/research/conflictpolicies. 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, SeLoger.com, SES, TF1, Vivendi, Wolters Kluwer, Yell. 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In the next 3 months, Morgan Stanley expects to receive or intends to seek compensation for investment banking services from Antena 3, BSkyB, CTC Media, Eutelsat Communications, Gestevision Telecinco, Havas, Informa, ITV, JCDecaux, Johnston Press, Lagardere, Pearson, ProSiebenSat1, Publicis Groupe, Reed Elsevier PLC, SES, TF1, Thomson Reuters PLC, Trinity Mirror, United Business Media, Vivendi, Wolters Kluwer, WPP Group Plc, Yell. Within the last 12 months, Morgan Stanley & Co. Incorporated has received compensation for products and services other than investment banking services from Publicis Groupe, Thomson Reuters PLC. Within the last 12 months, Morgan Stanley has provided or is providing investment banking services to, or has an investment banking client relationship with, the following company: Antena 3, BSkyB, CTC Media, Eutelsat Communications, Gestevision Telecinco, Havas, Informa, ITV, JCDecaux, Johnston Press, Lagardere, Pearson, ProSiebenSat1, Publicis Groupe, Reed Elsevier PLC, SES, TF1, Thomson Reuters Corp., Thomson Reuters PLC, Trinity Mirror, United Business Media, Vivendi, Wolters Kluwer, WPP Group Plc, Yell. Within the last 12 months, Morgan Stanley has either provided or is providing non-investment banking, securities-related services to and/or in the past has entered into an agreement to provide services or has a client relationship with the following company: Antena 3, BSkyB, Gestevision Telecinco, ITV, Lagardere, Mediaset, Pearson, Publicis Groupe, Reed Elsevier PLC, SES, TF1, Thomson Reuters PLC, Trinity Mirror, United Business Media, Vivendi. The research analysts, strategists, or research associates principally responsible for the preparation of Morgan Stanley Research have received compensation based upon various factors, including quality of research, investor client feedback, stock picking, competitive factors, firm revenues and overall investment banking revenues. An employee or director of Morgan Stanley is a director of WPP Group Plc. Morgan Stanley & Co. Incorporated makes a market in the securities of CTC Media. Morgan Stanley & Co. International plc is a corporate broker to BSkyB, Trinity Mirror, United Business Media. Certain disclosures listed above are also for compliance with applicable regulations in non-US jurisdictions. 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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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) SeLoger.com (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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Chinese Youth: Trends & Implications for Youth Marketers

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Global Youth: The Sexual Revolution of Chinese Youth

Advocates for Youth, an organization focused on helping young people make informed and responsible decisions about their reproductive and sexual health, has a very interesting blog post about the sexual revolution going on among Chinese youth.

The piece, Chinese Youth and Their Quiet Sexual Revolution, was researched and written by Mark Hiew who has lived in China for the last two years. Hiew has interviewed several of his Chinese friends regarding their attitudes and perceptions towards sexuality.

In many ways, Hiew contends that the sexual mores of Chinese youth mirror that of Western teens. Chinese youth, like their American counterparts are having sex at a younger age and have limited access to information on safe sex practices from either parents or school.

Some other interesting tidbits from Hiew's piece:

• Several Chinese language web sites and message boards exist dedicated to sexuality topics, and now radio programs are openly answering anxious youngster’s pleas for advice—think Dr. Drew, but speaking Mandarin;

• Unlike the West, in China both men and women who are percieved to be "too promiscuous" are widely and equally scorned by their peers;

• Young women are free to dress as “tomboys” in men’s clothing and short hairstyles without ruffling many feathers, whereas any men considered too effeminate or homosexual in styling are largely condemned as “sissies;

• This is a country modernizing as much in the bedroom as it is on the work floor.

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