February 24, 2012
‘Generation C’ Dominates Internet Connected Device Category
Research group Nielsen has dubbed the group of Americans born between 1978 and 1994 as "Generation C".
This age group of 18- to 34-years-old Americans make up 23 percent of the U.S. population, according to the latest Census report.
This same group is also considered the most connected group in terms of the digital consumer based on Nielsen's latest report.
The report shows that Generation C, a group born between the launch of the VCR and the commercialization of the Internet, makes up 39 percent of all smartphone users.
Nielsen also said that this same group makes up 33 percent of all tablet owners, followed by the 35- to 49-year-old group at 29 percent.
"Their ownership and use of connected devices makes them incredibly unique consumers, representing both a challenge and opportunity for marketers and content providers alike," Nielsen said in a statement. "Generation C is engaging in new ways and there are more touch points for marketers to reach them."
The research firm's report shows that knowing a person's race can play a huge factor in determining whether they watch online videos or surf social networks.
The report showed that 78 percent of white Americans make up online video consumption, followed by 12 percent of Hispanic-Americans and 11 percent of African-Americans.
White Americans also dominated social network use by 79 percent, as well as television viewing by 73 percent.
The only category that men consumed more than women was the tablet owner category, with 53 percent of users being male and 47 percent being female.
The report showed that Women watched more TV, surfed social networks, and viewed more online videos than men.
Radha Subramanyam, Nielsen´s senior vice president of media analytics, told the LA Times that when considering the Generation C group, "we have to think differently" when companies start marketing them.
"They're consuming all different kinds of media, and they expect a direct relationship with brands.... This voracious device usage, which is almost an extension of their fingers, is tied to [their] expectations for instantaneous gratification and instantaneous response from brands," Subramanyam told the LA Times.
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