I read with amazement this week that a piece of basic media research conducted by a 15 year old intern at Morgan Stanley on teen media consumption caused a sensation across the City.

The FT ran a piece regarding it on its front page and many other respected media outlets also reported the ’sensational’ story (it was even posted on our blog).

What was so surprising to me was that the research itself is extremely basic and concludes what every advertising and media person probably already knows (or should know) about teen media consumption, particularly in relation to digital.

This seems to be a great illustration therefore of how little certain sectors know about media consumption and also, more worryingly, how little they read more robust research from more respected sources.

My thunder was somewhat stolen by this chap and i couldn’t agree with his article more.