US – A new consumer group aged 18–34 has been identified as a highly connected demographic in the US. Americans in this age group account for 27% of those who watch online video, and 27% of those who visit social networking sites, according to research agency Nielsen.
Named Generation C by Nielsen, this group also accounts for a high proportion of people using smartphones and tablet devices, with 33% using tablets and 39% owning a smartphone. The demographic represents 23% of the US population, according to the US Census, and accounts for a large proportion of media use and connectivity in comparison to its size.
For more on how consumers are responding to a new media environment, read our Future Media Landscapes macrotrend.