Americans age 18-34, or "Generation C" as they've been recently dubbed, make up 23% of the US population* but they comprise an outsized proportion of consumers who watch online video (27%), visit social networking sites and blogs (27%), own a tablet (33%), and use a smartphone (39%), according to a report by Nielsen and NM Incite.
The "C" in Generation C (AKA Gen Y) stands for "connected."
"Born sometime between the launch of the VCR and the commercialization of the Internet," writes Nielsen, Gen C consumes more digital content than any other age group—particularly via mobile devices.
Below, additional findings from The State of the Media: Report of US Digital Consumers, by Nielsen and NM Incite.
Mobile Media Consumption
One-third (33%) of all tablet owners are members of Gen C, as are 39% of smartphone owners, the highest adoption levels among all age groups.
In terms of ethnicity, whites have the highest adoption levels of smartphones and tablets: 61% of smartphone owners are white, as are 60% of tablet owners.