Many people have questioned whether we should be listening to what a 15 year old says. But I actually think we should be listening to what 15 year olds are saying - they are after all a key audience for many marketeers and the drivers of future trends. (However, I do question the methodology used i.e. how many of his "friends" did he interview in order to make his research scientific)
The most controversial part of his research, which has got so many social media gurus knickers in a twist, is that he said that teenagers don't like, or use, twitter. Matthew says that most teenagers have signed up for the service but stopped using it when they realised no one really cared what they were tweeting! However, teenagers love facebook, and use it over four times per week, because it is highly engaging. Exactly how communications should be.
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