Americans aged 18-34 are "redefining media
consumption with their unique embrace of all things
digital," according to "Introducing Generation C: Americans 18-34
Are the Most Connected," a Feb. 23 Nielsen Wire blog post.
"Born sometime between the launch of the VCR and the
commercialization of the Internet and making up 23% of the US
population, Nielsen has dubbed 18-34-year-old Americans "Generation
C." Their influence on changing media consumption preferences and
habits is larger than their number, however, Nielsen points
Americans 18-34 represent 27% of online video viewing and 27% of
visits to social networking and blog sites. Moreover, 33% own
tablets and 39% own smartphones. All this poses both opportunities
and challenges for telecoms/computing product and service providers
and marketers, which Nielsen delves into in its "
State of the Media: U.S. Digital Consumer Report, Q3-Q4 2011"