Generation C Embraces All Things Digital

NATIONAL REPORT -- Americans aged 18 to 34 are redefining media consumption with their embrace of all things digital, according to the new Nielsen and NM Incite U.S. Digital Consumer Report.

This group, dubbed "Generation C" by Nielsen, make up 23 percent of the U.S. population, according to the latest Census data. However, Generation C comprises 27 percent of those who watch online videos and visit social networking/blog sites; 33 percent of Americans who own tablet computers; and 39 percent of those who use smartphones, the report revealed.

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 as a result, there are more touch points for marketers to reach them, the report concluded.

Looking at the report data more closely, Caucasian females in this group are most likely to use utilize new media resources. According to Nielsen, this subgroup watched the most online videos and visited the most social networks/blogs. Caucasian females in Generation C also ranked first with regards to the traditional media category of television viewership.

Smartphone owners were composed of an equal amount of Generation C men and women. However, the men outnumbered the women in one category: tablet ownership. Overall, Generation C is the leader by a landslide when it comes to tablet ownership and smartphone users, compared to the other age groups studied in the report.

While Generation C comprises a large number of online video viewers and social networking/blog visitors, the group was slightly outnumbered -- by only 1 percent in both cases -- by members of the 35- to 49-year-old group.

Caucasians of both genders outnumbered other races in all categories Nielsen studied by more than 40 percent.