Digital Marketing Researches & Reports

The Nielsen Total Audience Report, Q1 2017 | Nielsen

Consumer Behavior | USA

Across all generations in the US (Generation Z, Millennials, Generation X, and Baby Boomers), there are different preferences among media device users. Marketers should be aware of the profile & behavior of different generations and the best ways to reach them.

Take a look at the key insights written in this regard:

Generation Z (ages 2-20)

  • Gen Z is the largest generation of all persons in the US (26%); combined with Millennials (22%), these 2 generations represent almost half of the US population.
  • Gen Z lives in homes with more than 3 people and benefits from the higher income of the other members of their household.
  • 97% of Gen Z are using smartphones. They also have the greatest penetration of game consoles (73%) and tablets (78%).
  • Most of Gen Z spend an average of 2hrs & 18 mins on Live TV & DVR (digital video recorder).

Millennials (aged 21-37)

  • Millennials have the lowest income of the generations.
  • 97% of Millennials are using smartphones. 84% of Millennials also are more likely to access the broadband internet & subscription of video on demand (76%).
  • Millennials spend most of their time on DVR (3 hrs) and smartphones (2 hrs & 51 mins) daily.
  • Millennials hold the highest rate of weekly reach percentage to app/web on smartphones (94%).

Generation X (38- 52)

  • Gen X has the highest income across generations.
  • 95% of Gen X are using smartphones. They are most likely to have DVRs (60%) and PCs (85%).
  • Gen Z spends 4 hrs & 38 mins on Live TV & DVR daily. Smartphones hold 2 hrs & 36 mins of their time.

Baby Boomers (53-70)

  • Baby Boomers (includes retired individuals) are less likely to be working.
  • 86% of baby boomers are using smartphones and also they have the greatest penetration of DVD players (81%).
The Nielsen Total Audience Report, Q1 2017 Nielsen

                                                                   A Graph Shows The Composition by Race & Ethnicity.


Market Research & Data Technology

Nielsen is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. Nielsen has operations in over 100 countries, covering more than 90% of the world's population.

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