We're currently working on some creative strategy work for client wishing to reach 17-18 year olds. From a little bit of research, focus groups, discussions etc they've undertaken, there seems to be some key differences in the way the genders consume media and interact online.

The lads are massive downloaders of TV (both legit and not.. mostly not), addicted to MSN Messenger as it avoids any form of verbal communication, only really use MySpace because it's where the other kids hang out (but don't really enjoy it), hardly watch any TV at all, massive users of YouTube and have kinda outgrown gaming consoles (they'll be back!). They tend to come across as a bit of a surly bunch.

The girls are (surprise, surprise) more communicative and mature. Firstly, they're much bigger users of social networks, many using both MySpace and Facebook. They use MySpace to stay in touch with every day friends, whereas Facebook is for older, distant and less frequently seen friends (bit like an always-on passive address book). Some of them quite like having famous people as friends on MySpace and see it as a great way to stay in touch with what's happening. They don't use YouTube as much (having actually outgrown the skating dog years ago) and hardly download any illegal TV or movies (some claim the fear of being fined). They generally have multiple conversations going on at once across text, Messenger, Myspace etc - often with the same people at across different channels simultaneously!

I'm not saying that any of these findings are necessarily surprising, but it's interesting to see the Mars/Venus thing play out in media consumption and socialising - I know if I could have communicated with girls as a teenager without having to actually talk, I would have been all for it (there are only so many pre-meditated conversations you can plan in your head). But it certainly makes for a challenge when to trying to invite participation with an idea across this demographic. Anyone else found similar?