Nielsen Takes A Look At Generations -- In Particular, Millennials

New Data

NIELSEN's newly released Total Audience Report Q1 2017 is an examination of media use by different generations, with a look at how Millennials and Generation Z differ from their predecessors.

In the study, SVP/Audience Insights PETER KATSINGRIS asked, "While Millennials have been much studied and written about, the youngest generation, Generation Z, is the largest of these groups, accounting for 26% of all people in the U.S., and marketers should be thinking about the best ways to reach them. Combine them with Millennials and these groups alone represent almost half of the U.S. population!

"Across all generations, however, we see different preferences among media device users. Baby Boomers and Generation X are heavier users of traditional television and radio sources while younger generations are heavier users of digital platforms. One common factor is the use and presence of smartphones which remains high across all generations. Regardless of age, it’s one device that all generations never seem to be without.

"One big question is whether younger people will continue their current usage behaviors as they age. The answer remains to be seen in this 'lifelong' study, but one thing is for certain: with new technology continually being brought to market and compelling content in so many different places, there will always be disruption on the horizon."

Key Highlights:

• Generation Z accounts for 26% of all persons in U.S. TV homes -- the largest generation of individuals today. Combined with Millennials, both generations account for nearly half of the U.S. population. In addition to being the largest, Generation Z is also the most diverse -- including the largest percentage of Hispanics of all generations at 22%.
• Newer technologies are on the rise and essentially adding to total daily media usage as opposed to taking away from traditional platforms. Smartphones have become nearly ubiquitous, with 97% of Generation Z and Millennials, 95% of Generation X and 86% of Baby Boomers owning one. Streaming Video on Demand (SVOD) services are available to 3 out of 4 Gen Z'ers and Millennials, while 69% of Generation X and 51% of Baby Boomers have access as well.
• Millennials and Generation Z display similar tastes for emerging technologies like multimedia devices (APPLE TV, GOOGLE CHROMECAST) -- however, how they arrive to those preferences is partly dictated by their corresponding life stage. While Millennials are affected by their nascent standing in the workforce, Generation Z benefits from the higher incomes of family members in their household.

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