-The strongest intern ever.

This is a report that frustrated many media operators, investors and advertisers. Completely subverted their expectations of young people's consumption habits.

Our reporter Xu according to

Just two weeks ago, Matthew Robson, a London teenager aged 15, was still an unknown high school student. He studies in a public school in the southeast, likes to play the hero who saves the world in a video game called Call of Duty, and is worried that he can't find a summer internship.

Today, he is the hottest topic in Tokyo, Wall Street and the City of London. Fund managers, company presidents and industry analysts are all studying his analysis report word for word-how teenagers consume media products.

It is very likely that the three thin reports he wrote are affecting the whereabouts of trillions of dollars in global liquidity.

Rudy the dog

Parents are not investment bankers, and elders have no connections in this area. It takes a little luck to stand in Morgan Stanley's office and explain to investment bankers in suits and ties how teenagers consume media products.

This luck was brought to the young master by Matthew's 3-year-old dog Rudy.

From June, 5438 to October, 2009, Rudy the dog dragged Matthew's mother for a walk in Greenwich Park, where he became friends with another dog. The owner of this dog is Patrick Wellington, a senior analyst at Morgan Stanley. The two dog owners sat down to chat, and then talked about Matthew's experience: he wanted to gain some work experience and sent countless letters of recommendation to local companies, law firms and banks, but they were all turned away.

For an adult like Patrick Wellington who dominates the world, it is just a matter of accommodation. So Matthew finally got a job-from Morgan Stanley-a two-week internship. On a Monday morning in July, he arrived at Morgan Stanley's office building at King's Wharf.

"What a terrible day." Matthew recalled the embarrassing scene that day. There are awkward interns sitting in every office building. However, the new environment presented to Matthew looks interesting. By the second week, he felt that he had understood how investment banks worked. Then, Matthew was assigned to the Media and Internet Research Group. One of his internship tutors is Uncle Wellington who kindly gave him an internship opportunity.

The financial city in July is in a lazy holiday season. Before going to enjoy the summer time, Uncle Wellington gave Matthew a small assignment-writing a report on how children his age consume media products.

Matthew spent almost a day writing a three-page research report on teenagers' media consumption habits. "I asked some friends what they thought through text messages." He believes that his report embodies the collective wisdom of about 300 teenagers and indirectly represents the true thoughts of thousands of teenagers in Britain.

No one will care about such an internship. However, when Matthew's homework was sent to Wellington and two other analysts, Edward Hale Wood and Julian Rossi, they expressed their heartfelt admiration-"This is the clearest and most thought-provoking observation we have ever seen."

In the end, Morgan Stanley decided to publish the research report written by the intern in full. Soon, phone calls and emails flooded into the office, and fund managers, company presidents and investors from new york, Tokyo and new york asked Morgan Stanley for more detailed analysis.

"Among the research reports we participated in, this report undoubtedly caused the biggest response, and it will definitely become one of the most read reports published by Morgan Stanley." Hill-Wood said. He initially estimated that Matthew's report received five or six times higher feedback than the average level of other research reports.

Overnight, Matthew became one of the most famous interns in history; The other is a famous former White House intern, Miss Monica Lewinsky. Unlike Monica's predecessors who trapped the president of the United States in the pants door, Matthew's fame depends on his serious internship results.

Minority Report

This is a report that frustrated many media operators, investors and advertisers. Completely subverted their expectations of young people's consumption habits.

According to Matthew's report, teenagers hate intrusive advertisements on billboards, TV and the Internet. They are happy to get content and music through various platforms, including mobile phones, Apple iPod and many other devices. They don't listen to the radio, but prefer to use music websites, because the streaming music provided here is free and you can choose it yourself; They are very reluctant to pay for music, 80% of them download music illegally, and most of them have never bought CDs.

Print media are given a cold shoulder by teenagers because "they can't stand a full page of text", and movies and concerts are one of the few areas where they are willing to pay. Teenagers often go to the cinema, but they go to the cinema "not to see movies, but to gain experience and get together with friends."

Teenagers with higher family income use iPod to listen to music, while children with lower family income use mobile phones to listen to music. Matthew wrote that about 99% teenagers have mobile phones, but the main purpose of mobile phones is to send text messages and listen to music. They prefer to chat for free through video game machines.

Matthew also wrote that teenagers seldom watch TV very often, and they can basically surf the Internet.

The real blow to the new media business model is that Matthew wrote in his report: "Teenagers don't use Twitter, even if they have registered their accounts", because updating this Weibo with a mobile phone will use up the stored value, and the stored value will be better used to send text messages to friends. "Because no one will read their Twitter homepage, they think it is meaningless to post Twitter information."

Yes, he is talking about Twitter, which is considered to be the hottest, hottest and most promising new thing in the media industry in 2009. Since the beginning of this year, various venture capitalists have been chasing Twitter. It is widely circulated that all internet giants, including Google and Facebook, are negotiating with Twitter-either interested in acquiring Twitter or hoping to use Twitter's data stream. Evan williams, the founder and CEO of Twitter, once happily admitted: "I never expected success today."

I guess he really wants to hit this kid now. Matthew's research report was released almost at the same time as the Sun Valley Media Annual Conference in July, and skeptical media executives raised more and more questions about Twitter's business model-the heyday of popular fried chicken seems to have passed.

Matthew's reputation also spread rapidly from the financial world to the mass media. The teenager who doesn't use Twitter has become the subject of hundreds of newspaper articles, countless blog posts and thousands of tweets after the relevant report was published on the front page of the Financial Times. The school gate is crowded with reporters. It is said that many tabloids are willing to pay for Matthew's personal story. But so far, Matthew has only been interviewed by the Financial Times and The Times at his home in Greenwich, accompanied by his mother.

There are all kinds of stories about Matthew on the Internet. Jealousy, suspicion, rumors, many people speculate about his family background-"His father is the CEO of Morgan Stanley" and "I heard that he is studying in an expensive private school." A sour news post said, "I don't understand why they (investment banks) don't pay attention to so many professional and detailed research reports ... I guarantee that my reports are more professional than him, and even I guarantee that I am younger than him."

Indeed, there is nothing too incredible about Matthew's report. He himself said, "We all have the same idea. This is what we talked about at school. However, I spoke in a language that bankers can understand. "

Incredibly, those adults reacted violently to this-a boy of 15 years old, with his honest eyes and confident and unpretentious language, easily defeated the self-righteous understanding and views of those business elites on the world.

Interestingly, despite the "unbearable" print media, Matthew's overnight fame is largely due to mainstream newspapers. It was the topic setting of the Financial Times and The Times that made him reported by mainstream media all over the world. More interestingly, Matthew has only been interviewed by several serious "senior newspapers" so far.

Of course, the biggest beneficiary of Matthew's reputation is Morgan Stanley. In addition to winning the reputation of "attaching importance to talents in an eclectic way", he also caused an uproar in the industry in the crisis era of low morale.

It is said that Morgan Stanley is currently conducting an unplanned experiment with resources provided by the masses. They received thousands of comments and a series of rewriting of Matthew's report by other teenagers, which enabled them to analyze the statistics more accurately.

Matthew will be busy with the college entrance examination next summer. It is estimated that the title of "the strongest intern in history" made him easily knock on the door of a famous university. He hopes to engage in a "bank-related" career in the future. At the moment, he is busy stuffing the game machine and mobile phone into his bag-he is going hiking in the Boy Scout Summer Camp.