The thoughts of a London schoolboy, Matthew Robson, on how he and friends consume media has become a sensation among City analysts and media executives desperate to discover the habits of younger generations. Mr Robson,15, was asked by analysts at investment bank Morgan Stanley to detail how he and his friends consume media.
Edward Hill-Wood, the head of the European media team at Morgan Stanley, told the Financial Times that the report by Mr Robson, who was interning at the bank, was "one of the clearest and most thought-provoking insights we have seen. So we published it."
Mr Hill-Wood added that "we've had dozens and dozens of fund managers, and several CEOs, e-mailing and calling all day." The report generated almost six times the amount of feedback that one of the bank's usual reports does, he told the FT.
Mr Robson's findings are likely to stir the interest of media companies seeking to expand, and make profitable, their digital operations. Mr Robson said that he and his peer group struggle to make time to watch regular TV and prefer to listen to music on websites such as Last.fm rather than traditional radio.
Few of Mr Robson's friends have any time for newspapers as most cannot be "bothered to read pages and pages of text." Mr Robson also said that Twitter was not popular among his friends as updating the service from their mobile phones uses credit and few follow their tweets.