The press usually describes the 18-34-year-old demographic as “coveted,” and with reason, according to RadiumOne survey findings released in November 2012. Asked how many purchases they’d made over the last 6 months using mobile devices, 55% of mobile-owners in the demographic reported having made at least 1. Specifically, 32% said they had made 1-3 purchases, 14% had made 3-6 purchases, and 9% had made more.
Nielsen has dubbed the 18-34 demographic as “Generation C” for its constant connectivity, and described them as uniquely embracing all things digital. While Generation C represents 23% of the US population (US Census data), it represented an outsized portion of online video consumption (27%), social networking and blog sites visits (27%), tablet ownership (33%) and smart phone use (39%), as of February 2012. Read the rest at MarketingCharts.