According to Nielsen and NM Incite’s U.S. Digital Consumer Report, Americans ages 18-24 take their personal connection with each other and content to new levels, new devices, and new experiences like no other age group. These Americans embrace of all things digital.
Americans 18-34 make up 23% of the U.S. population, says the report, yet they represent an outsized portion of consumers:
- Watching online video (27%)
- Visiting social networking/blog sites (27%)
- Owning tablets (33%)
- Using a smartphone (39%)
Their ownership and use of connected devices makes this group them incredibly unique consumers, representing both a challenge and opportunity for marketers and content providers.
More information from the Nielsen U.S. Digital Consumer Report shows that Since 2000, the number of Americans with Internet access has more than doubled from 132.2 million to 274 million, and online content is increasingly part of Americans’ entertainment fare. At the end of 2011, about one-third of consumers streamed long-form content such as a movie or TV show from the Internet through a paid subscription service like Netflix or Hulu-Plus.