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Generation C – the 'Most Connected' – Redefining Media Consumption

14 Mar, 2012 By: Jackie Jones

NEW YORK – Americans ages 18 to 34 are redefining media consumption with their unique embrace of all things digital, taking their personal connection with both content and one another to new levels, devices and experiences unlike that of generations prior, according to Nielsen Co.

While Americans ages 18-34 (dubbed “Generation C” by Nielsen) make up 23 percent of the U.S. population, according to Census figures, they represent an outsized portion of consumers watching online video (27 percent), visiting social-networking sites or blogs (27 percent), owning tablets (33 percent) and using smartphones (39 percent), according to Nielsen’s “U.S. Digital Consumer Report.”

Generation C’s “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. “Generation C is engaging in new ways and there are more touch points for marketers to reach them.”

Other findings from Nielsen’s report included:

• Since 2000, the number of Americans with Internet access has more than doubled from 132.2 million to 274 million, and online content is increasingly a part of Americans’ entertainment consumption, with about one-third of consumers streaming long-form content from the Internet through a paid subscription service like Netflix or Hulu-Plus at the end of 2011.

• There are 12 million unique video consumers streaming from Hulu, and 6.2 million from Netflix in October 2011.

• Thirty-one percent of Hulu’s audience falls into the 18-34 age range, and more than a third of users are older than 50. Forty percent of Netflix users are 18- to 34-years-old and 17 percent are older than 50.

• Women make up a majority of users for both Netflix and Hulu, with 57 percent and 59 percent, respectively. Women also account for 64 percent of total time spent watching video content on Netflix and Hulu.

• While both Netflix and Hulu’s audiences are more than three-quarters white, Hispanics are more likely to watch video on Netflix than on Hulu, making up 16 percent of Netflix’s audience compared to 11 percent of Hulu.

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