Nielsen Takes a Closer Look at Generation Z

Why Generation Z amp160They are a large percentage of the TV and Total US populations very diverse and through their use of technology are expanding the media usage footprint amp160According to Nielsen Generation Z which Nielsen defines as anyone under 21 is currently 26 of all persons in Total US TV Homes the largest generation of individuals today and when combined with Millennials form almost half of the total US population amp160They are also very diverse accounting for 22 of all Hispanics compared to previous generations amp160As a Nielsen press release states quotWhile generations like the Baby Boomers and Millennials are well known and add their own unique value to the media landscape the lesser studied Generation Z is quickly maturing into adulthood and will soon make their presence knownquot IndeedI sat down with Peter Katsingris pictured below Nielsen39s Senior Vice President of Audience Insights to discuss the impact of Gen Zers on mediaCharlene Weisler amp160What are the major takeaways of the recent Nielsen Total Audience report on Gen ZPeter Katsingrisamp160 I think the most important thing to keep in mind is that Gen Z is the largest and most multicultural generation out of all the ones we looked at amp160Living at home which they tend to comes with perks They have access to plenty of options for viewing content amp160Almost threeamp160out of fouramp160Gen Zers have access to an SVOD service and nearly all have some sort of TV connected or digital device to view content amp160They are growing up in an ondemand world and have more choices available to them than prior generationsCharlene amp160What makes them different from MillennialsPeteramp160 With these younger generationsamp160it39s all about life stages amp160Millennials exist as adults now they39re finishing up college entering the workforce moving out on their own or starting a family amp160They are trying to earn a living and figure out what they can or can39t afford amp160They are at different points in their lives than Gen Zers who are mainly still at home amp160Gen Z tends to be less selfreliant and because they are home I believe they have access to more tech and services than MillennialsCharlene amp160Is Gen Z as large an influence to the culture today as Boomers were at their peakPeteramp160 It39s hard to say right now amp160Boomers lived through some different times and that makes it hard to compare amp160So many things have changed between generations whether based on historical events or technological advancements amp160Only time will tellCharlene amp160What are the major attitudinal attributes of Gen ZPeteramp160 They are definitely growing up in a more technologically advanced time than prior generationsamp160 I happen to be the parent of Gen Zer and I definitely see their need to constantly stare at screens both large and small amp160Wherever you go you see this young generation being entertained by a device whether it be in a restaurant shopping cart at home pretty much anywhere amp160They are exposed to so much more because of technology and are quotgrowing upquot quicker than prior generationsCharlene amp160How do you see Gen Z impacting media and content consumptionPeteramp160 Again it goes back to life stages and that makes it tricky amp160The younger Gen Zers are either at home or school and as they become teens they are out of the house more amp160During this transition their habits tend to change as well amp160Once they hit college consumption changes completelyamp160 Because they are growing up in this ondemand world their media habits are different than prior generations amp160College kids tend to be the lightest viewers of television but do use the TV set for their connected devices like game consoles and multimedia devices for streaming content almost as much as prior generations amp160Gen Zers will likely have similar digital use as Millennials as they age but the question still is if younger generations will look like the older ones amp160Or will older ones change and adopt younger behaviorsamp160 It39s a lifelong studyCharlene amp160How do you see Gen Z impacting ad consumptionPeteramp160 I think it all depends on what media they are consuming and which platform amp160Some platforms or services are more ad supported amp160For example if we see they are only watching SVOD services then they would be exposed to fewer ads amp160But they are watching or listening to media across all platforms amp160They are increasingly using game consoles and multimedia devicesamp160 We can assume they are increasinglyamp160using digital devices like the younger Millennials as well amp160Depending on how ads are served on those platforms would play a role with their impactamp160Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views 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Nielsen Takes a Closer Look at Generation Z

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Charlene Weisler

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Nielsen Takes a Closer Look at Generation Z

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Charlene Weisler

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