Nielsen Takes a Closer Look at Generation Z

Why Generation Z?  They are a large percentage of the TV and Total U.S. populations, very diverse and, through their use of technology, are expanding the media usage footprint.  According to Nielsen, Generation Z (which Nielsen defines as anyone under 21) is currently 26% of all persons in Total U.S. TV Homes -- the largest generation of individuals today -- and when combined with Millennials, form almost half of the total U.S. population.  They are also very diverse, accounting for 22% of all Hispanics compared to previous generations.  As a Nielsen press release states, "While 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 known." Indeed.

I sat down with Peter Katsingris (pictured below), Nielsen's Senior Vice President of Audience Insights, to discuss the impact of Gen Zers on media.

Charlene Weisler:  What are the major takeaways of the recent Nielsen Total Audience report on Gen Z?

Peter Katsingris:  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 oneswe looked at.  Living at home -- which they tend to -- comes with perks: They have access to plenty of options for viewing content.  Almost three out of four Gen Zers have access to an SVOD service and nearly all have some sort of TV connected or digital device to view content.  They are growing up in an on-demand world and have more choices available to them than prior generations.

Charlene:  What makes them different from Millennials?

Peter:  With these younger generations it's all about life stages.  Millennials exist as adults now -- they're finishing up college, entering the workforce, moving out on their own, or starting a family.  They are trying to earn a living and figure out what they can or can't afford.  They are at different points in their lives than Gen Zers, who are mainly still at home.  Gen Z tends to be less self-reliant and because they are home, I believe, they have access to more tech and services than Millennials.

Charlene:  Is Gen Z as large an influence to the culture today as Boomers were at their peak?

Peter:  It's hard to say right now.  Boomers lived through some different times and that makes it hard to compare.  So many things have changed between generations, whether based on historical events or technological advancements.  Only time will tell.

Charlene:  What are the major attitudinal attributes of Gen Z?

Peter:  They are definitely growing up in a more technologically advanced time than prior generations.  I happen to be the parent of Gen Zer and I definitely see their need to constantly stare at screens both large and small.  Wherever 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!  They are exposed to so much more because of technology and are "growing up">