Connectivity Defines “Generation C”

A new report from Nielsen dubs Americans ages 18-34 Generation C (for Connected). As music marketers try to reach digitally connected fans, these new findings show where Gen C spends time online, and its love of mobile devices.

Generation C makes up 23 percent of the U.S. population, according to the latest Census. These connected individuals account for a disproportionately high number of device users, making up 39 percent of smartphone users, and 33 percent of tablet owners.

The group represents 27 percent each of consumers watching online video, and visiting social networking/blog sites. One benefit for marketers is that Generation C is engaged in so many ways that there are multiple touch points to reach them.

Marketing to Gen C is full of challenges and opportunities. Radha Subramanyam, Nielsen’s SVP of media analytics, told the LA Times, “When we start marketing to them, we have to think differently. 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.”

The charts below examine digital consumers across a variety of age groups and ethnicities.

 

Source: Nielsen

 

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Sarah Skates has worked in the music business for more than a decade and is a longtime contributor to MusicRow.

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