Nielsen sheds light on Generation Z and Millennials
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Nielsen sheds light on Generation Z and Millennials

The Millennial generation is still a headline grabber for its adoption of new technologies and media behavior habits. But the generation just below it – Generation Z, or ‘Boomlets’ – takes those trends even further. Generation Z is just starting to enter the workplace, and taken together with Millennials, they make up 48% of the U.S. population. A new Nielsen report tells us everything we need to know about how these generations approach media.


SOURCE: Nielsen

The report states that Millennials enjoy greater access to multimedia devices like Apple TV and Google Chromecast, and subscribe in greater numbers to streaming video on demand (SVOD) services like Netflix and Amazon. Generation Z also had high penetration rates in these areas, but seemed to benefit from high-earning members of their households’ technological choices too. They had the highest penetration numbers for more expensive luxury entertainment items like smart TVs (37%), video game consoles (73%) and tablets (78%).

While adoption of newer technologies is rising quickly in the Baby Boomer generation and Generation X, it is Millennials and Generation Z that stand out as truly immersed in the trend. More than 97% of Millennials and Generation Z now own a smartphone.

Generation Z, in particular, is the most diverse cohort in the U.S. They not only use the most diverse range of media technology, but Nielsen reports that they are the most racially and politically diverse too. Understanding Generation Z can provide not only a blueprint for how media will be consumed in the future, but also, what that media could look like.


Dominion holds Nielsen in its Global Trends Ecommerce Fund.

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