Nielsen’s new Digital Consumer Report examines ‘Generation C’


This article was originally on a blog post platform and may be missing photos, graphics or links. See About archive blog posts.

At the start of the decade, Nielsen talked about ‘Generation C,’ or the connected generation.

It was a group of teens and 20-somethings who came of age in the time of Myspace and Facebook, who used mobile devices and social media platforms to remain constantly in touch with their ‘tribes’ -- people who share common interests, causes or movements.


Nielsen’s and NM Incite’s newly released State of the Media: U.S. Digital Consumer Report underscores just how connected this group truly is. Americans ages 18 to 34 make up just 23% of the population, but they represent an outsized portion of consumers watching online video (27%), visiting social networking/blog sites (27%), owning tablet computers (33%) and using a smartphone (39%).

Radha Subramanyam, Nielsen’s senior vice president of media analytics, said this group is instantly recognizable: They’re the ones furiously texting, even while sitting in a roomful of people. They don’t think twice about pulling out their mobile phones in a fancy restaurant.

‘When we start marketing them, we have to think differently,’ Subramanyam said. ‘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.’


Fox Digital stakes out Web territory with ‘Wolfpack’

Myspace names former Fox executive as head of entertainment

20th Century Fox joins the rush to produce made-for-the-Web shows

-- Dawn C. Chmielewski