Generation C

Generation C

The Nielsen Company and NM Incite (a joint venture between Nielsen and McKinsey & Company) in their recently released U.S. Digital Consumer Report dubbed the current young adult generation “Generation C” based on their “connected” behaviors.  This group – Americans between the ages of 18 and 24 – accounts for approximately 23% of the population according to the most recent U.S. Census but they spend far more time socializing and consuming media through their devices than other “generations.”  

Generation C

The infographic below highlights a number of interesting characteristics about this group and their affinity for things like smartphones, tablets, social media, and – not too surprisingly – their relative lack of interest in the media consumption device of prior generations: the television.  In three out of the five categories females exceeded males and across the board the group was overwhelmingly (70% on average) white which is significantly higher than the roughly 63.7% of the U.S. population who were identified as being “White alone, not Hispanic or Latino.

Generation C

For all those marketers out there, while Generations X and Y may have been the ones that embraced the personal computer and were relatively easy to reach with email marketing and banner advertising – this is your new white whale.  Generation C is an avid user of the dreaded “opt out” function in direct marketing and they’re communicating through instant messaging and Facebook posts with email being a pervasive and necessary evil.  If you’re not reaching them where they are (i.e., on the move and on their devices) in the way that they want, then you’re not reaching them.

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