Derek E. Baird :: Barking Robot

Houle: Your Kids Are Different and It's Okay!

Futurist David Houle has an interesting series of articles over on Oprah.com that explore the world of Millennials and the challenges of raising kids in the digital age.

The thing that I really like about Houle's column is that he takes a rational and, unlike so many other guru's, non-alarmist approach to the subject.

There are so many fear based stories out there about kids, digital technology and social media, so it's refreshing to see such a balanced approach on the subject.

The one area where I disagree slightly with Houle is his use of the term "digital natives." I'm sure from his perspective and based on his conversations with CEO's and other corporate types, that Millennials in the workplace, compared to their older colleagues, appear to be super digital, technology gifted whiz kids.

Coined by author Marc Prensky in 2001, the phrase has its usefulness in helping us adults grasp the major media shift we're experiencing and embrace young people's openness to it.

But two leading new-media thinkers – Sonia Livingstone of the London School of Economics and Henry Jenkins at the University of Southern California – both have concerns about the phrase becoming too definitive.

Sure kids can work an iPod or update their status on Facebook, but what about using technology in an authentic, useful context? But when it comes to using technology in a situated context to complete a task, navigating privacy settings and all around digital literacy, or using technology at school kids still come up a bit short. 

Over the last decade there has been lots of talk, in both the press and educational circles, about the technological prowess of digital natives. We've heard a lot about what's exciting in educational technology, but the reality is that teachers still see a lot of kids struggling to use technology.

In the end, what's important here, and I'm sure Mr. Houle would agree, is to take a balanced position when it comes to kids and technology. As a parent or teacher, don't be afraid to jump into the technology and social media pool and get your feet wet. Use this as an opportunity to spend time with your kids and  learn more about how they are using technology, mobile phones and social media in their lives.

Most importantly, don't panic! As a wise man once said, 'your kids are different...and it's okay!'

Image Credit: www.oprah.com

Infographic: How Apple Conquered the Music Industry

New Mac Online via ypulse.com

Pew Research: Teens, the Internet and the Future of Digital Diversity

Teens and the Internet: The Future of Digital Diversity

View more presentations from Pew Research Center’s Internet & American Life Project.

This presentation, compiled by Kristen Purcell, from the Pew Internet Project provides a really great breakdown of the findings from their series of reports that explored the behaviors, values and opinions of the teens and twenty-somethings that make up the Millennial Generation.

This slideshare presentation focuses on how teens connect to the Internet, how they share content and also looks at the rate of mobile web access and usage among teens and young adults.

Learn more about the findings and take the 'How Millennial Are You?' quiz.

Pew Research: The Millennials | Confident. Connected. Open to Change.

This is part of a Pew Research Center series of reports exploring the behaviors, values and opinions of the teens and twenty-somethings that make up the Millennial Generation.

Pew Research: The Millennials | Confident. Connected. Open to Change.

Generations, like people, have personalities, and Millennials – the teens and twenty-somethings currently making the passage into adulthood – have begun to forge theirs: confident, self-expressive, liberal, upbeat and receptive to new ideas and ways of living.

Learn more about the findings and take the 'How Millennial Are You?' quiz.

Hanging Out, Messing Around, and Geeking Out: Kids Living and Learning with New Media

Hanging Out, Messing Around, and Geeking Out was written as a collaborative effort by members of the Digital Youth Project, a three-year research effort funded by the John D. and Catherine T. MacArthur Foundation and conducted at the University of California, Berkeley, and the University of Southern California.

Conventional wisdom about young people’s use of digital technology often equates generational identity with technology identity: today’s teens seem constantly plugged in to video games, social networks sites, and text messaging. Yet there is little actual research that investigates the intricate dynamics of youth’s social and recreational use of digital media.

Hanging Out, Messing Around, and Geeking Out: Kids Living and Learning with New Media

Hanging Out, Messing Around, and Geeking Out fills this gap, reporting on an ambitious three-year ethnographic investigation into how young people are living and learning with new media in varied settings-at home, in after school programs, and in online spaces.

This project was one of many funded by the MacArthur Foundation to explore digital media and learning. New projects in this area are being aggregated through the Digital Media and Learning Hub.

Kaiser Family Foundation: Daily Entertainment Media Use Among Teens Up Dramatically From 5 Years Ago

Generation M2: Media in the Lives of 8- to 18-Year-Olds is the third in a series of large-scale, nationally representative surveys by the Kaiser Family Foundation (KFF) about young people's media use.

It includes data from all three waves of the study (1999, 2004, and 2009), and is among the largest and most comprehensive publicly available sources of information about media use among American youth.

“The amount of time young people spend with media has grown to where it’s even more than a full-time work week,” said Drew Altman, Ph.D., President and CEO of the Kaiser Family Foundation. “When children are spending this much time doing anything, we need to understand how it’s affecting them – for good and bad.”

The Kaiser Family Foundation found that with technology allowing nearly 24-hour media access as children and teens go about their daily lives, the amount of time young people spend with entertainment media has risen dramatically, especially among minority youth.

Mobile media driving increased consumption.  

• The increase in media use is driven in large part by ready access to mobile devices like cell phones and iPods.

• Over the past five years, there has been a huge increase in ownership among 8- to 18-year-olds: from 39% to 66% for cell phones, and from 18% to 76% for iPods and other MP3 players.

• During this period, cell phones and iPods have become true multi-media devices: in fact, young people now spend more time listening to music, playing games, and watching TV on their cell phones (a total of :49 daily) than they spend talking on them (:33).

Parents and media rules.  

• Only about three in ten young people say they have rules about how much time they can spend watching TV (28%) or playing video games (30%), and 36% say the same about using the computer.

• But when parents do set limits, children spend less time with media: those with any media rules consume nearly 3 hours less media per day (2:52) than those with no rules.

Heavy media users report getting lower grades. 

• While the study cannot establish a cause and effect relationship between media use and grades, there are differences between heavy and light media users in this regard.

• About half (47%) of heavy media users say they usually get fair or poor grades (mostly Cs or lower), compared to about a quarter (23%) of light users.  These differences may or may not be influenced by their media use patterns.
  

• Heavy users are the 21% of young people who consume more than 16 hours of media a day, and light users are the 17% of young people who consume less than 3 hours of media a day.

Black and Hispanic children spend far more time with media than White children do.

• There are substantial differences in children’s media use between members of various ethnic and racial groups.  Black and Hispanic children consume nearly 4½ hours more media daily (13:00 of total media exposure for Hispanics, 12:59 for Blacks, and 8:36 for Whites). 
  

• Some of the largest differences are in TV viewing: Black children spend nearly 6 hours and Hispanics just under 5½ hours, compared to roughly 3½ hours a day for White youth.  The only medium where there is no significant difference between these three groups is print.
  

• Differences by race/ethnicity remain even after controlling for other factors such as age, parents’ education, and single vs. two-parent homes. 
  

• The racial disparity in media use has grown substantially over the past five years: for example, the gap between White and Black youth was just over two hours (2:12) in 2004, and has grown to more than four hours today (4:23).

Big changes in TV. 

• For the first time over the course of the study, the amount of time spent watching regularly-scheduled TV declined, by 25 minutes a day (from 2004 to 2009).
  

• The many new ways to watch TV–on the Internet, cell phones, and iPods–actually led to an increase in total TV consumption from 3:51 to 4:29 per day, including :24 of online viewing, :16 on iPods and other MP3 players, and :15 on cell phones.  
  

• All told, 59% (2:39) of young people’s TV-viewing consists of live TV on a TV set, and 41% (1:50) is time-shifted, DVDs, online, or mobile.

• TV remains the dominant type of media content consumed, at 4:29 a day, followed by music/audio at 2:31, computers at 1:29, video games at 1:13, print at :38, and movies at :25 a day.

• About two-thirds (64%) of young people say the TV is usually on during meals, and just under half (45%) say the TV is left on “most of the time” in their home, even if no one is watching. 

• Seven in ten (71%) have a TV in their bedroom, and half (50%) have a console video game player in their room.  Again, children in these TV-centric homes spend far more time watching: 1:30 more a day in homes where the TV is left on most of the time, and an hour more among those with a TV in their room.

Popular new activities like social networking also contribute to increased media use.  

• Top online activities include social networking (:22 a day), playing games (:17), and visiting video sites such as YouTube (:15).  

• Three-quarters (74%) of all 7^th-12^th graders say they have a profile on a social networking site.

High levels of media & multitasking.

• High levels of media multitasking also contribute to the large amount of media young people consume each day.  

• About 4 in 10 7^th-12^th graders say they use another medium “most” of the time they’re listening to music (43%), using a computer (40%), or watching TV (39%).

• Time spent with every medium other than movies and print increased over the past five years: :47 a day increase for music/audio, :38 for TV content, :27 for computers, and :24 for video games.

Related: Video > Teens Share How They Consume Entertainment Media

Video: Teens Share How They Consume Digital Media & TV

Generation M²: Media in the Lives of 8- to 18-Year-Olds is the third in a series of large-scale, nationally representative surveys by the Kaiser Family Foundation (KFF) about young people's media use.

It includes data from all three waves of the study (1999, 2004, and 2009), and is among the largest and most comprehensive publicly available sources of information about media use among American youth.

This video explores the powerful force that media can be in the lives of teens and tweens. The three young people who are profiled explain what types of media they use—such as smart phones, computers, TV, video games—how much time they spend with media and what impact it has on their lives.

Related: Daily Entertainment Media Use Among Teens Up Dramatically From 5 Years Ago 

Trend Watch: Young Listeners Tune Out Radio

via www.boston.com

While its viability hasn’t yet reached endangered species status, music radio does face many of the same challenges other mass media - including newspapers, magazines, and network television - are up against.

New technologies and delivery options, more choices tailored to individual consumers, fragmented audiences that can find music they enjoy while bypassing glib-talking DJs and annoying commercials - all are factors driving programmers and station owners to retool themselves for the digital media age.

Related: For Gen Y, Music is Oxygen

Razorfish FEED Report: Meet the 'Connected Consumer'

How do consumers engage with brands in an increasingly digital world? That's the fundamental question Razorfish set out to answer with this year's Digital Brand Experience FEED report.

Sorta Related: PBS > Frontline > The Persuaders > Interview: Douglas Atkin

Disney's 'Prep & Landing' Transmedia Strategy

Prep & Landing is ABC's first television special produced by Walt Disney Animation Studios. The half-hour holiday special reveals the never-before-told tale of an elite unit of Elves known as Prep & Landing.

Every Christmas Eve, this high-tech organization ensures that homes around the world are properly prepared for a visit from the Big Guy (aka "Santa").

ABC/Disney have rolled out an impressive multiplatform campaign featuring Prep & Landing themed content, holiday crafts and activities on both Disney.com and DisneyFamily.com. In addition, they have a new Prep & Landing mobile gaming app available exclusively for iPhone and iPod Touch. 

Disney.com is the online command center for exclusive digital content including:

• The full-length Disney Prep & Landing special can be streamed online at Disney.com;

• Exclusive Disney.com original short video “Tiny’s Adventure”;

• Kringle Academy online game, where players can train to become part of the Prep & Landing team;

• Digital toys and downloadable artwork;

• North Pole web cam;

• Prep & Landing Photo Mashup.

DisneyFamily.com is offering exclusive Disney Prep & Landing activities, including:

• Do-It-Yourself Prep & Landing booklet, offering kids a guide to prep their house for Santa’s arrival;

• A printable village play set so kids can dream up their own adventures for Wayne and Lanny;

• Printable 3-D versions of  the Disney Prep & Landing elves;

• Dozens of different holiday crafts and printable activities, including a Gingerbread man decoder, ornaments, and even an elf-size door craft so kids without a fireplace can make sure Wayne and Lanny inspect their home.

Prep & Landing Mobile App

• iPhone and iPod Touch users can download a new Disney Prep & Landing game featuring three mini-games and other content based on the television special;

• Players take on the role of Lanny, an elf in training, who takes on the various challenges and obstacles experienced at Kringle Academy;

• With the help of fellow rookie Wayne, Lanny’s goal is to finish the last three exams, graduate from the Academy and become part of the elite group of elves who prepare houses for Santa’s arrival. Cost: $.99

Prep & Landing Facebook Page

Disney has also launched an official Prep & Landing Facebook page featuring:

• An online hub for fans to connect with other Prep & Landing fans;

• A behind the scenes video featuring with the cast as they introduce Disney's first animated television special made exclusively for ABC;

• Discussion message board, photos, events & online community features.

Teen Panel: Lady Gaga, Jamie Foxx Songs 'Unhealthy'

An initiative to encourage healthy teen relationships says songs by Jamie Foxx and Lady Gaga are the musical equivalent of junk food.

A teen panel working with the Boston Public Health Commission has determined that their songs are among the top 10 with "unhealthy relationship ingredients."

On average, American youth listen to music from 1.5 to 2.5 hours per day, according to the American Academy of Pediatricians (AAP).

The AAP found that listening to explicit music lyrics – with references to drugs, sex, or violence - can affect schoolwork, social interactions, and produce significant changes in mood and behavior.

The commission released its list based on a "nutrition label" rating popular songs on healthy relationship themes.

The "Sound Relationships Nutrition Label" (pdf) was developed by 14 teens after they attended a seven-week commission-sponsored institute on healthy relationship promotion and teen dating violence prevention.

During the seven-week program, teens were also taught to evaluate music based on themes of power, control, equality and gender roles. The teens then developed their list after analyzing songs from Billboard's "Hot 100" chart.

via www.usatoday.com

Teens, TV & TV 2.0

If you believe everything you read, you’ll know that teens aren’t watching TV anymore. They are all watching online videos, downloading movies and file sharing the newest episode of Gossip Girl. Broadcast TV is dead to them.

The Battle For Teens Attention - TV vs. Online

View more presentations from threebillion.

The reality is probably a little less palatable. Teens are watching more TV than they ever have. They are also spending more and more of their daily lives online. We are all aware of teens ability to multi-task, but here we are talking about Media-Meshing.

Teens are able to consume more than two media at any one time. The best bit for us is that they cross-reference one with another. TV will deliver the scale, online delivers the immersion. It’s a beautiful thing. The point is simple, neither TV or the Internet are silos, they are intimately woven together. (via ThreeBillion)

Weekly Wrap: Bing Rocket Contest, School Bake Sale Ban, iPhone & Teens, Brands, Content & Youth, Mobile Augmented Reality, Tween Summit Wrap Up, South African Youth Trends & More!

Interest in iPhone High as iPod & iTunes Dominate Teen Market: The of the 18th bi-annual Piper Jaffray teen survey shows that Apple's share among teen consumers continues to grow. Apple's smallest market among teens -- the iPhone -- is poised to greatly expand. While 15 percent of those surveyed currently own an iPhone, 22 percent intend to purchase one in the next six months. [Apple Insider]

Brands Must Accept Young People Expect Control Over Online Content: A lot of marketers are really just wrapping up the old-fashioned method of control and broadcast and making it look young. What teens want is to be given something and allowed to do anything with it, which is particularly hard for corporate marketers to grasp. [New Media Age]

Mobile Augmented Reality Booming in Australia: There’s some momentum building in the mobile-based augmented reality space in Oz. [TechNation Australia]

2009 Tween National Summit Wrap Up: Amy Jussel and Debra Moffitt (aka @pinklockermom) have put together a great round up of the first ever National Tween Summit to see what’s on the minds of preteen girls. Lot's of great info and insight here folks! [ShapingYouth]

Do Good!: Nominate Mr. Youth for Best Social Media Agency in Mashable's 2009 Open Web Awards!

Pepsi, Stay The Hell Away From My Daughter (and my niece too!): Any sweet-talking kid who thinks he will outsmart this girl with a stupid iPhone app could find himself on the mean end of a double-sided axe. [Mobile Insider]

Social Media as Content Gateway: In a nutshell, there is a segment of the online population that uses social media as a core navigation and information discovery tool — roughly 18 percent of users see it as core to finding new information. While still a smaller percentage than those who use search engines or portals like Yahoo! or MSN, it is a significant figure. [Nielsen Wire]

Laptop for Every Student in Uruguay: This is not simply the handing out of laptops or an education programme. It is a programme which seeks to reduce the gap between the digital world and the world of knowledge. Hat tip @SarahNewton [BBC] [Gen Y Guide]

Schools 'Ban' Bake Sales: Say What?!: The New York City Board of Education has implemented a new policy banning bake sales in all of their schools. Well, mostly. [MomLogic]

Bing Launches 10,000 Rockets: Bing is asking 10,000 students to submit the rocket design of the future. They’re assembling a pretty cool panel of scientists from across the nation to help them judge which of these designs best exemplifies how space travel might evolve. [Bing]

Twitter Adds 100 Million Potential New Users: Twitter, in an extensive announcement detailing its vision for making a global impact, announced that it had secured an SMS deal with India’s largest mobile operator, Bharti Airtel. This opens the service to 110 million new people can tweet via SMS, all from the second-most populous nation in the world. [Mashable]

Speed Round: Vodafone has a parents' guide to help you protect your family on mobile phones, Instant Grass has a new report on South African youth trends, Josh Shipp kicked off a new contest to win 1 of 5 FREE COPIES of "Josh in a box" and a $500 scholarship, UK-based Indie Screenings partners with film creators to allow anyone to buy a license to screen their films, several cult shows get a boost from recorded viewing and finally......Yo Television, Meet Twitter! [Vodafone] [Instant Grass] [Josh Shipp] [Indie Screenings] [The Wrap]

Weekly Wrap: Augmented Reality 101, Social Gaming Monetization, Gossip Girl vs. NYU, Facebook Bullies, Media Literacy Resources, DARE the Movie & More!

Explaining the Hype Around Augmented Reality: Tech circles are abuzz about augmented reality and the future of mobile utility and marketing. AR, as it's called, marries real-time video and digital information. On phones, it uses GPS coordinates and the mobile camera to activate additional text, photos or hyperlinks relevant to a location. [Ad Age]

Gossip Girl Makes NYU Look Like a State School: All in all, NYU officially owns Gossip Girl, and the show will now only drive up the rate of bratty midwestern teens lusting after an NYU degree because they think it means glitz and glamour instead of $200,000 of debt. [NYU Local]

How age impacts social-gaming monetization: New data released by Gambit, a micro-transaction platform provider, illustrates the complexity of both customer targeting and analyzing micro-transaction buying patterns. The major takeaway: older players seem like a good target market until you dig in to find out that they don't spend a whole lot. [CNET]

Social Sites & Video Games Can Raise IQ: After two months in the program, a group of "slow-learning" students aged 11-14 in the Durham area "saw 10 point improvements in IQ, literacy, and numeracy tests," and some who were at the bottom of their class at the beginning finished the program near the top, according to The Telegraph. [NetFamilyNews]

A Virtual Revolution is Brewing for Colleges: Undergraduate education is on the verge of a radical reordering. Colleges, like newspapers, will be torn apart by new ways of sharing information enabled by the Internet. The business model that sustained private U.S. colleges cannot survive. [Washington Post]

Tweet O' The Week: "Zombie community leader angrily denies Twitter reports of zombie attacks during the #SydneyDustStorm". via @darrylmason

Americans Serious About Casual Game Play: Solitaire may be as sticky as World of Warcraft. While users of casual electronic games (card games, puzzles, etc.) spend less time per session playing them than those playing non-casual games (role playing games, shooter games, etc.) they are just as likely to return to them months later. Read the Executive Summary. [Nielsen Wire]

Back to school with RIAA-funded copyright curriculum: With a new school year in full swing, Ars takes a look at the RIAA’s newly updated copyright curriculum. Your kids could be learning from it—so what does it say? (This is a total #FAIL) [ArsTechnia]

E-Reader Wars Heating Up: We believe that Apple will be in an excellent position to capture these younger customers due to its overwhelming success in capturing this market with their IPod and other products. Not only is Apple a Generation Y (and to some extent Gen. X) brand of choice, but many of these younger potential e-readers will be disdainful of Amazon’s proprietary, or “closed,” format (thanks Ypulse!). Also related: A Kindle in Every Backpack. [Seeking Alpha] [Barking Robot]

MySpace Beats Facebook with Twitter Sync: MySpace began rolling out new functionality today that allows users to sync their MySpace status updates with a Twitter feed. [HypeBot]

Speed Round: The DARE movie trailer debuts on Access Hollywood, BullyingUK offers tips for teens being bullied on Facebook, stats on mobile phone coupon usage in Japan, there's a new version of the Journalists Guide to to Multimedia Proficiency, media literacy tips for parents from Knowledge Essentials, parents & school leaders who are uneasy about youth and online spaces really need to listen to danah boyd (mp3) and finally....which augmented reality start-ups are most ready for market?

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. 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.. Within the last 12 months, Morgan Stanley has received compensation for investment banking services from Eutelsat Communications, Lagardere, ProSiebenSat1, Publicis Groupe, Reed Elsevier PLC, SES, Thomson Reuters Corp., Thomson Reuters PLC, Vivendi, WPP Group Plc. 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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This review and approval was conducted by the same person who reviewed this research report on behalf of Morgan Stanley. This could create a conflict of interest. Morgan Stanley produces a research product called a "Tactical Idea." Views contained in a "Tactical Idea" on a particular stock may be contrary to the recommendations or views expressed in this or other research on the same stock. This may be the result of differing time horizons, methodologies, market events, or other factors. For all research available on a particular stock, please contact your sales representative or go to Client Link at www.morganstanley.com. For a discussion, if applicable, of the valuation methods used to determine the price targets included in this summary and the risks related to achieving these targets, please refer to the latest relevant published research on these stocks. Morgan Stanley Research does not provide individually tailored investment advice. 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Estimates of future performance are based on assumptions that may not be realized. Unless otherwise stated, the cover page provides the closing price on the primary exchange for the subject company's securities/instruments. To our readers in Taiwan: Information on securities/instruments that trade in Taiwan is distributed by Morgan Stanley Taiwan Limited ("MSTL"). Such information is for your reference only. Information on any securities/instruments issued by a company owned by the government of or incorporated in the PRC and listed in on the Stock Exchange of Hong Kong ("SEHK"), namely the H-shares, including the component company stocks of the Stock Exchange of Hong Kong ("SEHK")'s Hang Seng China Enterprise Index; or any securities/instruments issued by a company that is 30% or more directly- or indirectly-owned by the government of or a company incorporated in the PRC and Other Important Disclosures 6 MORGAN STANLEY RESEARCH July 10, 2009 Media & Internet traded on an exchange in Hong Kong or Macau, namely SEHK's Red Chip shares, including the component company of the SEHK's China-affiliated Corp Index is distributed only to Taiwan Securities Investment Trust Enterprises ("SITE"). The reader should independently evaluate the investment risks and is solely responsible for their investment decisions. 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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) 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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