Study: To teenagers, printed comics are ‘irrelevant’
To counteract the rah-rah of San Diego Comic-Con’s impending arrival, here’s a chunk of depressing news for comic companies looking to reach the teen market: Bloomberg reports on a new study from a 15 year old intern at Morgan Stanley says that teens think printed media, such as newspapers and comics, are “irrelevant”.
And if you think going to the movies will save comic companies, the news ain’t all great there either: teenagers go to the movies “quite
often” although it’s “not about the film, but the experience
and getting together with friends.” Young people will often
choose the film once they arrive at the movie theater.
“Teenagers are consuming more media, but in entirely
different ways and are almost certainly not prepared to pay for
it,” Morgan Stanley analysts Edward Hill-Wood, Patrick
Wellington and Julien Rossi said in a note.
Teenagers don’t twitter; they
resent intrusive advertising on billboards, television and the
Internet and they are willing to chase content and music across
platforms and devices such as mobile phones and Apple Inc.’s
IPod. They do not listen to the radio, preferring music Websites
that stream music for free and allow them to choose their songs.
They are “very reluctant” to pay for music and 80 percent
download it illegally. Most have never bought a CD.
And now you know why comics sales are heading up on the iPhone. Hear that? It’s the sound of the comics business model changing…
Note: this is an intern from Eurpoe, so his experience is somewhat different from the US market– but I’ll bet good money it’s not that different.