By ZOE FOX
Published February 23, 2012
It’s hardly news that young adults are the most digitally connected, but now Nielsen has come up with a new name for this group based on their common behaviors: “Generation C.”
The C stands for “connected,” and the group comprises Americans between 18 and 34 — who are defined by their digital connectivity, Nielson and NM Incite’s U.S. Digital Consumer Report says. They consume media, socialize and share experiences through devices more than other age groups.
The most recent U.S. Census finds 18- to 24-year-olds make up 23% of the population. Yet they watch 27% of online videos, constitute 27% of visitors to social networking sites, own 33% of tablets and use 39% of smartphones. When it comes to watching TV, they are exactly in proportion with their ratio of the population, representing 23% of TV viewers.
“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 writes. “Generation C is engaging in new ways and there are more touch points for marketers to reach them.”