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Americans 18-34 make up 23% of the population, but consume way more than their share

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It’s not clear whether the C stands for “consumer,” “connected,” “content” or all three, but that’s the letter Nielsen and NM Incite’s State of the Media have chosen to represent the generation born between the launch of the VCR and the commercialization of the Internet. They coin the term Generation C in a release issued Thursday:

According to the new U.S. Digital Consumer Report, this group—dubbed “Generation C” by Nielsen—is taking their personal connection—with each other and content—to new levels, new devices and new experiences like no other age group.

The latest Census reports that Americans 18-34 make up 23 percent of the U.S. population, yet they represent an outsized portion of consumers watching online video (27%), visiting social networking/blog sites (27%), owning tablets (33%) and using a smartphone (39%). 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.

The graphic above points out that only in the category of “tablet owners” — which basically means Apple (AAPL) iPad owners — do males outnumber females.

For a enlargeable pdf, click the link below:

Audience Composition_Nielsen U.S. Digital Consumer Report