THE NIELSEN TOTAL AUDIENCE REPORT Q12017 Copyright ?2017 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN TOTAL AUDIENCE SERIES 2Copyright ?2017 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN TOTAL AUDIENCE REPORT | Q12017 Do you consume media the same way as your parents? What about your peers or children? The fact is there are many infuences that can sway consumer media habits—from where they live to their income levels to when they were born, the latter being the focus of our Q12017 Nielsen Total Audience Report. Generationally, we see much diferent 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 diferent stage of life. In fact, for our Q42015 Nielsen Total Audience Report, we focused on Millennials and these diferent 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 profles, what they own and their behaviors across platforms. While Millennials have been much studied and written about, the youngest generation, Generation Z, is the largest of these groups, accounting for 26% of all people in the U.S., and marketers should be thinking about the best ways to reach them. Combine them with Millennials and these groups alone represent almost half of the U.S. population! Across all generations, however, we see diferent preferences among media device users. Baby Boomers and Generation X are heavier users of traditional television and radio sources while younger generations are heavier users of digital platforms. One common factor is the use and presence of smartphones which remains high across all generations. Regardless of age, it’s one device that all generations never seem to be without. One big question is whether younger people will continue their current usage behaviors as they age. The answer remains to be seen in this “lifelong” study, but one thing is for certain: with new technology continually being brought to market and compelling content in so many diferent places, there will always be disruption on the horizon. PETER KATSINGRIS, SVP AUDIENCE INSIGHTS PETER THE NIELSEN TOTAL AUDIENCE REPORT | Q12017 3Copyright ?2017 The Nielsen Company (US), LLC. All Rights Reserved. GENERATIONS Using our panel methodology for TV, radio, and digital, we can analyze the profle and behavior of diferent generations. This analysis focuses primarily on Generation Z, Millennials, Generation X, and Baby Boomers. For the purposes of this study, the generations are defned by the below birth years and age ranges. GENERATION Z 1997–2015 2–20 MILLENNIALS 1980–1996 21–37 GENERATION X 1965–1979 38–52 BABY BOOMERS 1947–1964 53–70 GREATEST GENERATION 1917–1946 71+ BIRTH YEAR AGE IN 2017 4Copyright ?2017 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN TOTAL AUDIENCE REPORT | Q12017 GENERATIONAL COMPOSITION COMPOSITION BY RACE AND ETHNICITY The younger generations are increasingly more diverse than the older generations. Source: Nielsen National Panel,2/15/17, P2-20,21-37,38-52,53-70,71+ Composition may not sum up to 100% due to rounding. Generation Z is the largest generation, accounting for 26% of all persons in U.S. TV homes in February 2017. Combined with Millennials, these two generations represent almost half of the U.S. population. Generation Z Millennials Generation X Baby Boomers Greatest Generation 26% 22% 20% 24% 9% 5% 2% 5% 2% 3% 2% 3% 2% Generation ZMillennialsGeneration XBaby Boomers Greatest Generation 56% 15% 22% 58% 14% 21% 61% 13% 18% 71% 13% 11% 78% 9% 8%5% 2%Other Asian American Hispanic Non-Hispanic Black Non-Hispanic White 5Copyright ?2017 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN TOTAL AUDIENCE REPORT | Q12017 HOUSEHOLD PROFILE BY GENERATION household. the largest proportion living in urban areas. white-collar occupations and are homeowners living in single-family homes. household members and live primarily in smaller towns and rural areas. Source: Nielsen National Panel,2/15/17, P2-20,21-37,38-52,53-70 Education and Occupation are based on the classification of the head of the household. Composition may not sum up to 100% due to rounding. White CollarBlue Collar $63K$61K $73K Median HH Income College GraduateNot in Labor Force HH Size –1-2HH Size –3+Single-Family Home Multi-Family Home Mobile Home Home Status – Owned Home Status – Rented UrbanSuburbanTown/Rural $63K 34%35%38%34% 49%51%52% 36%32%33%30% 20%19%17%18% 44% 4% 27%28% 65% 96% 73%72% 35% 76% 67% 77%79% 18% 28% 18%16% 5%5%5%5% 63% 53% 69% 78% 37% 47% 31% 22%18%23%19% 17% 23%22%23%22% 38%33%37%43% Generation ZGeneration XMillennialsBaby Boomers 6Copyright ?2017 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN TOTAL AUDIENCE REPORT | Q12017 HOUSEHOLD TECHNOLOGY OWNERSHIP BY GENERATION consoles and tablets. Source: Nielsen National Panel,2/15/17- P2-20,21-37,38-52,53-70,2/15/16– P2-19,20-36,37-51,52-69(accounts for aging of generations) DVD VIDEO GAME CONSOLE ENABLED SMART TVSMARTPHONE DVR MULTIMEDIA DEVICE TABLET BROADBAND INTERNET PC SUBSCRIPTION VIDEO ON DEMAND 73%62%81%77%73%76%51%69% 57%51%58%60%83%84%82%85% 38%43%29%37% -7%YOY DIFF%-9%-4%-5%13%YOY DIFF%10%12%10% -1%YOY DIFF%0%-8%-3%4%YOY DIFF%6%9%5% 30%YOY DIFF%28%24%30%2%YOY DIFF%1%7%2% 31%YOY DIFF%29%29%23%0%YOY DIFF%0%-1%-1% 3%YOY DIFF%4%8%5%2%YOY DIFF%2%0%1% 82%82%82%85% 39%37%28%38%97%97%86%95% 73%66%32%62%78%70%63%74% Generation ZGeneration XMillennialsBaby Boomers 。。。以上简介无排版格式，详细内容请下载查看