London Technology Public Relations agency | Social Media Strategy | B2B PR | Chameleon PR

By Barry Lanyard, (Aged 53, and 7 months)

Seeing the coverage of Morgan Stanley’s report from 15 year old Matthew Robson on how teenagers consumer media, Chameleon asked 53 year old Barry Lanyard, a recently laid-off senior IT decision maker, to describe how he and his peer group consume media. 

Without claiming representation or statistical accuracy, his piece provides one of the clearest and most thought provoking insights we have seen. So we published it. 

Radio

Most senior IT decision-makers nowadays are regular listeners to the radio. They often tune in while driving to or from work, especially for the Today programme, the local BBC station or Five Live; particularly at the moment for the Ashes. Classic FM is often switched on until they do one that isn’t from a recent advert. 

Despite auto-presets, on Mondays they often end up listening to Magic after the wife used the car to pop to Waitrose on Sunday. 

Television

Most senior IT decision-makers watch television, often in a state of uncritical apathy at the end of a long day. Many senior IT decision-makers televisions have a default switch to soap opera (long running serials) but when there is no one else in the room a senior IT decision-maker might opt to watch The Apprentice, Question Time, Newsnight or something presented by Fred Dibnah. 

Newspapers

The vast majority of senior IT decision-makers I know read a newspaper. Many read a paper over breakfast, on a commuter train (often in first class where the paper is free) or on a tube. The Financial Times is a popular choice, along with The Telegraph. The Times is most popular among those commuting on crowded tube trains, and who aren’t quite senior enough to have a large desk. 

Gaming

Breakout on the Blackberry is quite good. I’ve gone off solitaire. 

Internet

The internet is the bane of most senior IT decision-makers’ life. It raises multiple security issues, is abused by employees (especially during the Ashes) and continually falls short of agreed SLAs. Senior IT decision-makers receive voluminous email newsletters, job offers (well, normally) and specially discounted products. 

None the less, it is a useful source of information. There are some useful IT discussions online, I quite like Twitter and Google gives me answers to things I should have already known really quickly enough to make me look well informed. LinkedIn is handy if somewhat like a trade show, where one is more conspicuous by absence. 

Directories

Dull but important piece of IT architecture. Oh, no, I see. I don’t know, I have a PA. 

Viral/Outdoor marketing

Viral marketing irritates me, it’s a drain on bandwidth. Outdoor marketing is everywhere, especially at airports where the high proportion of IT-centric adverts gives many CIOs whiplash. Oracle, Accenture, Oracle, Accenture, Oracle, Accenture, SAP. Oracle, Accenture, Oracle, Accenture, Oracle, Accenture, SAP. Realise your potential Microsoft advert. 

Music

Senior IT decision makers have a wide range of music tastes, encompassing U2, Simple Minds, Dire Straits and even some Phil Collins. Modern groups too, like The Killers. These are generally stored on an Apple iPod (a portable music player). I saw Jools Holland at Kew Gardens last week, which was quite good. 

Cinema

Senior IT decision-makers rarely go to the cinema, preferring Sky box office or movie channel on the large wide screen at home with outstanding surround sound. 

Devices

Most senior IT decision-makers are wedded to their Blackberry, and are rightly proud of their home wireless system. Of course cars are probably the most important device, and with them the built-in GPS. Various mobile mapping applications are hugely popular, though only generally used along the exact same commuter route trod from the previous 6-7 years. Oh, and I love my leather Blackberry holder that clips onto my belt.

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