Acumen Insights

Video Watching by Generation

By July 27, 2015 No Comments

A study by Nielsen shows that across the globe Generation Z (under 20) and Millennials (21-34) are more likely than their older counterparts to use multiple devices to watch video. In-home use of mobile phones and computers is particularly high among the youngest consumers. Forty-two percent of Millennials and 38 percent of Generation Z who watch video at home say they use their mobile phones, compared with 30 percent of Generation X (35-49), 18 percent of Baby Boomers (50-64), and 6 percent of the Silent Generation (over 65).

But the generations use mobile phones at almost equal rates when watching outside the home. Sixty-six percent of Generation X and Baby Boomers watch video on their commute to-and-from work or school, as do 65 percent of Millennials and 64 percent of Generation Z; the rate for the Silent Generation is lower at 56 percent. The pattern is similar for those who watch video while shopping; 74 percent of Baby Boomers, 70 percent of the Silent Generation, 66 percent of Generation X and Millennials, and 65 percent of Generation Z.