这份报告。。。errrr，我懒得介绍啊，反正最近很轰动。随便查查马修·罗布森（Matthew Robson）都比我两句蹩脚的简介好。所有想在英国那些又胖又笨又粗鲁的小孩子们身上刮些油水，可要认真读读这个，毕竟他们才是经济复苏后的真正潜在消费者。

 

还是引用一段别人的简介：

大致的意思就是有个叫马修·罗布森的小童鞋，15岁，在英国伦敦摩根斯坦利公司见习。

实习的时候公司剥削劳动力，让他找他朋友研究一下媒体使用习惯。

结果他写的很NB，所以公司打算发发试试，没准儿能挣点小钱，结果这份报告引起了一场轰动，比那些一直在电话前打电话的经理、CEO做的研究都NB，还给公司带来了比平时多五到六倍的效益。

他这份报告主要目的并非鄙视Twitter，他还一起鄙视了黑莓、Iphone、电话簿、和一切电子信息承载机器。他说小孩子们注册了这些也不用，而且会尽一切可能获得免费的服务。这点很符合中国国情，恩。

重点提到Twitter是因为他的这些研究让那些微博的拥护者尤为震惊，让他们很郁闷。

 

Teenager causes City sensation with research on media: report in full

How Teenagers Consume Media

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 ½ hours per week) so they do not require the hundreds of channels that other providers offer.

Newspapers

No teenager that I know of regularly reads a newspaper, as most do not have the time and cannot be bothered to read pages and pages of text while they could watch the news summarised on the internet or on TV. The only newspapers that are read are tabloids and freesheets (Metro, London Lite…) mainly because of cost; teenagers are very reluctant to pay for a newspaper (hence the popularity of freesheets such as the Metro).

Over the last few weeks, the sun has decreased in cost to 20p, so I have seen more and more copies read by teenagers. Another reason why mainly tabloids are read is that their compact size allows them to be read easily, on a bus or train. This is especially true for The Metro, as it is distributed on buses and trains.

Gaming

Whilst the stereotypical view of gamers is teenage boys, the emergence of the Wii onto the market has created a plethora of girl gamers and younger (6+) gamers. The most common console is the Wii, then the Xbox 360 followed by the PS3. Most teenagers with a games console tend to game not in short bursts, but in long stints (upwards of an hour).

As consoles are now able to connect to the internet, voice chat is possible between users, which has had an impact on phone usage; one can speak for free over the console and so a teenager would be unwilling to pay to use a phone. PC gaming has little or no place in the teenage market.

This may be because usually games are released across all platforms, and whilst one can be sure a game will play on a console PC games require expensive set ups to ensure a game will play smoothly. In addition, PC games are relatively easy to pirate and download for free, so many teenagers would do this rather than buy a game.

In contrast, it is near impossible to obtain a console game for free.

Internet

Every teenager has some access to the internet, be it at school or home. Home use is mainly used for fun (such as social networking) whilst school (or library) use is for work. Most teenagers are heavily active on a combination of social networking sites. Facebook is the most common, with nearly everyone with an internet connection registered and visiting >4 times a week. Facebook is popular as one can interact with friends on a wide scale.

On the other hand, teenagers do not use twitter. Most have signed up to the service, but then just leave it as they 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 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 certaintimes, 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

99pc of teenagers have a mobile phone and most are quite capable phones. The general view is that Sony Ericsson phones are superior, due to their long list of features, built in walkman capability and value (£100 will buy a mid-high range model). Teenagers due to the risk of it getting lost do not own mobile phones over the £200 mark.

As a rule, teenagers have phones on pay as you go. This is because they cannot afford the monthly payments, and cannot commit to an 18-month contract. Usually, teenagers only use their phone for texting, calling. Features such as video messaging or video calling are not used –because they are expensive, (you can get four regular texts for the price of one video message).

Services such as instant messaging are used, but not by everyone. It usually depends whether the phone is Wi-Fi compatible, because otherwise it is very expensive to get internet off the phone network. As most teenagers’ phones have Bluetooth support, and Bluetooth is free, they utilise this feature often.

It is used to send songs and videos (even though it is illegal) and is another way teenagers gain songs for free. Teenagers never use the ringtone and picture selling services, which gained popularity in the early 00s. This is because of the negative press that these services have attracted (where the charge £20 a week with no easy way to cancel the service) and the fact that they can get pictures and music on a computer –then transfer it to their phones at no cost.

Mobile email is not used as teenagers have no need; they do not need to be connected to their inbox all the time as they don’t receive important emails. Teenagers do not use the internet features on their mobiles as it costs too much, and generally, if they waited an hour they could use their home internet and they are willing to wait as they don’t usually have anything urgent to do.

Teenagers do not upgrade their phone very often, with most upgrading every two years. They usually upgrade on their birthday when their parents will buy them a new phone, as they do not normally have enough money to do it themselves.

Televisions:

Most teenagers own a TV, with more and more upgrading to HD ready flat screens. However, many are not utilising this HD functionality, as HD channels are expensive extras which many families cannot justify the added expenditure. Many of them don’t want to sign up to HD broadcasting services, as adverts are shown on standard definition broadcasts, so they can’t see the difference. Most people have Virgin Media as a TV provider. Some have sky and some have Freeview but very few only have the first five channels (BBC One, BBC Two, ITV, Channel Four and Channel Five).

Computers:

Every teenager has access to a basic computer with internet, but most teenagers computers are systems capable of only everyday tasks. Nearly all teenagers’ computers have Microsoft office installed, as it allows them to do school work at home.Most (9/10) computers owned by teenagers are PCs, because they are much cheaper than Macs and school computers run Windows, so if a Mac is used at home compatibility issues arise.

Games Consoles:

Close to 1/3 of teenagers have a new (<2 ½ 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

不像那些高深的心理学家，我从不靠大叠大叠的测试表来判断一个人的个性，我所需要的，仅仅是知道你使用哪种下载工具。不信？那就试试吧。

迅雷：
你疯狂地迷恋着速度。下载时，你会如同观看F1比赛一般，眼睛死死地盯着速度栏，哪怕是1kb/s的改变也让你心惊肉跳。你毫不在意那些针对迅雷P2SP的批评，在你脑子里速度等于一切，那些聒噪不过是对自己蜗行速度的掩饰罢了。迅雷最令你你不满的是毫无必要的上传功能，这个影响下载速度的绊脚石令你满腔怒火。如果那些讨厌的eMule用户向你抱怨迅雷对P2P网络的破坏，你会将他撂在一边，说他小题大做，并嘲笑他是五十步笑百步。

FlashGet：
自打几年前FlashGet一发布，你便迷上了它，几年间FlashGet的每一个beta版本你都尝试过，FlashGet已经成了你的一种信仰。你热衷于把FlashGet和其他软件作对比，每一次，你都会故作惊讶地得出结论：FlashGet更优秀！尽管现在越来越多的人倒戈，用起了迅雷，但你总能在迅雷上找到很多不如FlashGet的地方，并向那些叛徒表示怜悯和不解。最后，你认定用迅雷的家伙都是些白痴和自私鬼，自己则更加骄傲地用起了FlashGet。

BitComet：
你对BT充满了爱，只要有人夸耀某个在线电影网站是多么的好，你就会义正言辞地指出，BT才是最好的下载方式。你讨厌那些版权主义者，他们总爱拿盗版说事。在你看来，网络上的一切都应该免费。你讨厌DVD加密技术，因为这会耽误自己看上最新的大片。至于DRM，天哪，你实在是想不通为什么会有人买有DRM保护的歌曲！

eMule：
一提到eMule的信用机制，你便浑身燥热，湿的不行。你最爱做的事便是打开eMule的统计面板，看看自己又上传了多少数据，再截下一张图，发到论坛上与人攀比。你自视甚高，藐视那些使用其他下载软件的人。你坚持认为，eMule是成熟人才用的下载工具，至于其他人，不过是些不懂eMule信用机制的小屁孩罢了。你平生最恨两种人，用迅雷的，还有用Vagaa的，哪怕只是想想，你就恨得直咬牙，在你看来，这群无视P2P分享原则的小吸血鬼都应该滚回妈妈怀里吃奶去。

网络蚂蚁：
你算是个有点资历的老网民了，尽管机器一再升级，你还是抱着NetAnts不松手。你对现在的软件趋势非常不满：体积愈来愈臃肿，资源占用愈来愈庞大，增加的却只是不实在的华丽界面和没意义的新功能。你想要的，不过是一个单纯的多线程下载工具而已，这么多年来只有NetAnts满足了你。

DuDu下载加速器：
不知什么时候，这个讨厌的家伙突然就出现在了你的电脑里。你一想下载点什么，它便跳了出来，弄得你不知所措。你努力翻看着手中的笔记本，想找点提示，但上面一点也没提怎么应对这种情况。你于是只好向你的高手朋友们咨询：“那个……下载坏掉了……点了下载也出不来……”但很遗憾，你的朋友们似乎并不如你想象的那样厉害，他们支支吾吾半天，也给不出你想要的答案。最后，你拨打了一本风扇说明书上的技术支持电话，听从里面那位声音甜美的小姐的建议，照着手边的小册子，重装了系统。

PP点点通：
你是个有些腼腆的中学生，看 ** 是你小小的秘密爱好。在你眼里，PP点点通的网站是个隐藏的很深很深的H站，它的主页不过是个糊弄警察叔叔的幌子罢了。你把PP点点通当作了互联网上最大最大的秘密，只透露给自己最亲最密的朋友。上课时，你偶尔会想起昨晚看的 ** ，然后脸红上一阵，接着扶扶眼镜，若无其事。

Vagaa：
作为一个高中生，看 ** 早已是你和同学间公开的秘密。上课时，你会激动地与同桌交流昨晚的心得体会，然后分享搜索结果最多的关键词。对着父母，你会装出一副乖巧的样子，一背过头去便开始嘲笑他们的无知与迂腐。玩世不恭的你对即将到来的生存压力已有所察觉，但你总能靠Vagaa来放松自己。

Wget：
你生就浓眉大眼，一副憨厚的样子。你从不使用固定的名字，随身的大皮箱里放着好几套衣服，就连内裤也有蓝、黄、黑、绿、红5种颜色。你从来不说真话，但你的听众却总对你言听计从。而现在，你正试着让我相信你使用Wget。你是谁？一个不长牙的大骗子。

μTorrent：
你平日就是个系统优化的狂热爱好者，任何一点内存的占用都会令你暴跳如雷。你至少安装了两种实时内存整理软件，尽管它们释放的内存还不及它们占用的一半多。如同那些大胖子一样，一遇见系统优化软件的广告，你便禁不止想试一试，“减少占用50%”？“加速启动100%”？“效率提高200%”？真是太棒了！你会一股脑地全部收下。自然，μTorrent这个小巧的BT客户端轻松赢得了你的青睐。

CuteFTP/FlashFXP：
你手上至少有三个论坛的内部FTP帐号，你喜欢FTP这种古老但稳定的下载方式，BT和ED从来都不曾动摇过你。你自视为网络中的贵族，因为极少有人掌握这么多稳定的内部FTP帐号。当然，作为代价，你很可能是一个或多个字幕组的成员，靠做做时间轴或是翻译来换取FTP权限。你深爱着这种生活，你知道，无论P2P怎么发展，网络永远都离不了稳定的FTP。

Internet Download Manager：
你一厢情愿地认为IDM是最先进的下载工具，迅雷、快车之流不过是靠P2P才掩饰了自己技术的落后。一有人贬低IDM，说IDM不如迅雷，你便跳出来指责他是迅雷的枪手，然后列出一大堆例子和术语来证明IDM的优秀。无论其他人是否理解，IDM永远是你心中最优秀的下载工具。