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Generation C: Connected Americans 18-34
According to Nielsen and NM Incite's U.S. Digital Consumer Report, "Generation C" is taking their personal connection with each other and content to new levels, new devices, and new experiences like no other age group.
Born between the launch of the VCR and the commercialization of the Internet, Americans 18-34 are redefining media consumption with their unique embrace of all things digital.
Americans 18-34 make up 23% of the U.S. population, says the report, yet they represent an outsized portion of consumers:
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Watching online video (27%)
- Visiting social networking/blog sites (27%)
- Owning tablets (33%)
- Using a smartphone (39%)
Their ownership and use of connected devices makes this group incredibly unique consumers, representing both a challenge and opportunity for marketers and content providers alike. Generation C is engaging in new ways and there are more touch points for marketers to reach them.
More information from the Nielsen U.S. Digital Consumer Report shows that 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 part of Americans' entertainment fare. At the end of 2011, about one-third of consumers streamed long-form content such as a movie or TV show from the Internet through a paid subscription service like Netflix or Hulu-Plus.
With 12 million unique video consumers streaming from Hulu and 6.2 million from Netflix in October 2011, who's watching Netflix and Hulu on home computers, asks the report:
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Though 31% of Hulu's audience falls into the 18-34 age range, more than a third of users are over the age of 50. Netflix skews slightly younger, with 40% of users in the 18-34 age range and 17% over 50.
- Women make up the majority of users for both Netflix and Hulu, 57% and 59% respectively, and they account for 64% of total time spent watching video content on Netflix and Hulu. This is particularly noteworthy, says the report, as women stream less online video overall than men.
- Both services have an audience that is more than three-quarters white, with relatively even audience percentages for African-Americans and Asians. Hispanics are more likely to watch video on Netflix than Hulu, making up 16% of Netflix's audience compared to 11% for Hulu.
(Source: The Center for Media Research, 03/09/12)
Note: Get connected to all of the NAB Show sessions using the NAB mobile app, and make sure to schedule yourself for the Broadcast Management sessions presented by RAB. The Show is April 14–19 in Las Vegas. Details and registration are available at www.NABShow.com.
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CRM Workshop Among Five RAB Sessions at NAB Show
If you'd like to hear how businesses are using the latest CRM tools to aid their salespeople and better serve their clients, then plan on attending Hold Yourself and Your Staff Accountable with Customer Relationship Management at the NAB Show, April 14-19, in Las Vegas.
This workshop, scheduled for Monday, April 16, from 4:00-5:15 PM in Room N239/241, is one of five RAB-sponsored sessions that will be held during the Show.
With more than 90,000 attendees from 151 countries and 1,500+ exhibitors, the NAB Show is the ultimate marketplace for digital media and entertainment. To learn more, follow this link.
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Upcoming Webinar: Deals, Hyperlocal and Integrated Campaigns
Deals are a big part of broadcasters' opportunities, and this webinar will give you new ideas for making money with deals -- whether you are currently in the deal business or just getting started.
Join RAB's John Potter and guest presenter Jennifer Norris, Digital Sales Manager at Clear Channel's leading deals market, for tips on such considerations as identifying the best deals categories, packaging deals with your campaigns, and creating effective proposals.
This webinar will be offered on Tuesday, April 3, at 3 PM (Central), and again on Thursday, April 5, at 10 AM Central. For more information, click here.
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