Nielsen's State of the Media: U.S. Digital Consumer Report, Q3-Q4 2011 (free, registration required) describes in detailed the digital connectedness of Gen Y, which they describe as 18-34 year olds.
None of the data is surprising - everyone knows Gen Y is a wired generation. But it's very useful to see hard data supporting this. Key quote from their blog post on the report:
The latest Census reports that Americans 18-34 make up 23 percent of the U.S. population, yet they represent an outsized portion of consumers watching online video (27%), visiting social networking/blog sites (27%), owning tablets (33%) and using a smartphone (39%).
Also interesting is the finding that women are more active users of digital media than men. Women are:
- 51% of TV viewers
- 53% of online video users
- 54% of social network/blog visitors
- 50% of smartphone owners
Men, of course, still dominate the use of TV remotes and change channels 57 times more often than women (OK, that was not in the report). Men also comprise 53% of tablet owners (that was in the report).
Interesting percentages you have here, I used to think TV reigns supreme.
Posted by: DanImports2 | March 02, 2012 at 03:38 PM
women rules, I'm not surprised about socializing, but with regards TV views now that's something revealing.
LowkeyMedia Marketing Team
Posted by: Anna Lopez | March 04, 2012 at 03:13 AM