I've been away on holiday and just got around to listening to episode 15 podcast. Matt Wells' comments about young people rang true with me. My Son (17) uses an Olympus Trip, Yashica 35 GSM, Yashica Mat and a 'Yukon' charity shop camera. He loves this stuff because....... it's cool - I'm not sure why, (I'm a parent) - but going out with his bright yellow Yukon is the height of retro cool chic for his generation. He loves Ilford XP2 processed mail order so it comes back brown, and Agfa Prescia for the bright colours. For his birthday I went to the Alladins cave of
http://www.realcamera.co.uk/ in Manchester, (thankfully they don't take credit cards) and bought him a Retina I (Type 148) 1939-1941 for about £40. This is apparently the coolest thing he owns and his friends all want one! He is an avid user of film - uses digital as well and sees no conflict - It only us middle aged types who have boring debates about film v binary.
During the podcast somebody asked how to market to this generation. You have to use the methods they understand - viral UTube, Flickr, facebook etc. They look in Urban Outfitters but think it's a rip off!
I'll post some off his pictures when I get permission (I'm trying to get him to join).