Shock horror newsflash: the consumer is changing!

I admire the resourcefulness of the Morgan Stanley media team in London for outsourcing some of their work to a "digital yoof" who's already on the payroll, and I'm sure the note makes an interesting read, though I haven't seen it yet. What I find fascinating in all of this is not what the hoopla surrounding this report says about the media consumption of kids, but rather what it says about the media consumption of adults in the financial markets.

Anyone who has spent any time at all observing or speaking to real kids, or even just doing a little light Googling on these issues over the past five years should find the conclusions utterly unsurprising. I also seem to recall writing on the very same themes five years ago, and I know I wasn't alone even then. So the fact that the report has generated such intense interest shows just how poorly engaged the market still is with the kids. It's even more shocking to think that some of these same high flyers will be betting on a recovery in traditional media and advertising revenue streams which these consumers of the future have already opted out of entirely.