Friday, February 24, 2012

Nielsen Defines New "Generation C"

Nielsen has recently categorized a new generation of Americans. They describe them as being “born sometime between the launch of the VCR and the commercialization of the Internet.” They are “Americans 18-34 [that] are redefining media consumption with their unique embrace of all things digital.” This generation is now being referred to as Generation C.

According to Nielsen, Generation C comprises 23 percent of the United States’ population. However, this somewhat small section of the population makes up for a very large amount of the media consumption and media device ownership in the U.S. Nielsen reported that people in Generation C are many of the consumers that are “watching online video (27%), visiting social networking/blog sites (27%), owning tablets (33%) and using a smartphone (39%).”

Interestingly, Generation C is actually not the largest group of consumers that watch online videos or use social networking services. Individuals in the 35-49 year old bracket actually account for 28% of these consumers, something that I found surprising.

However, those in Generation C are clearly the leading consumers of tablets and smartphones, a fact that I did not find surprising.

Generation C is definitely a new bracket that marketers and advertisers are adjusting their techniques to cater to.

Nielsen said, “Their ownership and use of connected devices makes them incredibly unique consumers, representing both a challenge and opportunity for marketers and content providers alike. Generation C is engaging in new ways and there are more touch points for marketers to reach them.”

Sources: nielsenwire - Introducing Generation C: Americans 18-34 Are the Most Connected and PCMag - Gadget-Crazed Youngsters Dubbed 'Generation C'

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