Nielsen is Forgetting Age and Thinking Life Stage!
During the Millennial years, the demographic is in constant flux, given that adults in that 18-34 demo are in "rapid transition." That's according to Nielsen's Q4 2015 Total Audience Report, released this morning, which delved into the media consumption habits of advertising's most elusive, and often mystifying, demographic.
The report found millennials who have started a family spend significantly more time watching TV—an average of an hour per day more than those who don't have children or still live with their parents.
"It's not about age, it's about life stage," wrote Glenn Enoch, evp, audience insights for Nielsen, in the report. "18-34 year olds are not a monolithic group with a common set of technologies or behaviors. Their lives are in rapid transition as they join the workforce, move into their own homes and start families."
The Total Audience Report, which is not to be confused with the Total Audience Measurement ratings that