There are many influences that can sway consumer media habits—from where they live to their income levels to when they were born.
Generationally, we see much different consumption habits across media platforms. Even within these generations there are media distinctions as consumers mature and age out of their “demo” and into a different stage of life. In fact, for our fourth-quarter 2015 Nielsen Total Audience Report, we focused on Millennials and these different life stages and saw varying behaviors. This latest report takes a broader look at four generations—Generation Z, Millennials, Generation X and Baby Boomers. We looked at their profiles, what they own and their behaviors across platforms.
Using our panel methodology for TV, radio, and digital, we can analyze the profile and behavior of different generations. This analysis focuses primarily on Generation Z, Millennials, Generation X and Baby Boomers.