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1、THENIELSENTOTALAUDIENCESERIESTHENIELSENTOTALAUDIENCEREPORTQ12017THENIELSENTOTALAUDIENCEREPORT
2、Q12017GENERATIONSUsingourpanelmethodologyforTV,radio,anddigital,wecananalyzetheprofileandbehaviorofdifferentgenerations.ThisanalysisfocusesprimarilyonGenerationZ
3、,Millennials,GenerationX,andBabyBoomers.Forthepurposesofthisstudy,thegenerationsaredefinedbythebelowbirthyearsandageranges.GENERATIONZMILLENNIALSGENERATIONXBABYBOOMERSGREATESTGENERATIONBIRTHYEAR1997–20151980–19961965–19791947–19641917–1946AGEIN20172–2021–
4、3738–5253–7071+Copyright©2017TheNielsenCompany(US),LLC.AllRightsReserved.3THENIELSENTOTALAUDIENCEREPORT
5、Q12017GENERATIONALCOMPOSITION9%26%GenerationZMillennials24%GenerationXBabyBoomersGreatestGeneration22%20%GenerationZisthelargestgeneration,accountingfo
6、r26%ofallpersonsinU.S.TVhomesinFebruary2017.CombinedwithMillennials,thesetwogenerationsrepresentalmosthalfoftheU.S.population.COMPOSITIONBYRACEANDETHNICITYOther2%2%2%2%2%AsianAmerican5%5%5%3%8%3%11%Hispanic22%21%18%9%13%Non-Hispanic15%14%13%Black78%71%Non
7、-Hispanic58%61%White56%GenerationZMillennialsGenerationXBabyGreatestBoomersGenerationTheyoungergenerationsareincreasinglymorediversethantheoldergenerations.Source:NielsenNationalPanel,2/15/17,P2-20,21-37,38-52,53-70,71+Compositionmaynotsumupto100%duetorou
8、nding.Copyright©2017TheNielsenCompany(US),LLC.AllRightsReserved.4THENIELSENTOTALAUDIENCEREPORT
9、Q12017HOUSEHOLDPROFILEBYGENERATION$73K$63K$61K$63K49%51%52%44%38%36%34%35%34%32%33%30%20%19%17%18%MedianHHCollegeGraduateWhiteCollarBlueCollarNotinLaborForceInc
10、ome96%76%77%79%73%72%65%67%35%27%28%28%18%18%16%4%5%5%5%5%HHSize1-2HHSize3+Single-FamilyMulti-FamilyMobileHomeHomeHome78%69%63%53%47%43%37%38%37%31%33%22%23%23%22%23%22%18%19%17%HomeStatusHomeStatusUrbanSuburbanTown/RuralOwnedRentedGenerationZMillennialsG
11、enerationXBabyBoomers•GenerationZlivesinhomeswith3+peopleandbenefitsfromthehigherincomeoftheothermembersoftheirhousehold.•Millennialshavethelowestincomeofthegenerations.Theyaremorelikelytoberentersinmulti-familydwel
