Say Hello to 'Generation C'

Nielsen wants "Generation C" to be the descriptor of choice for 18- to 34-year-olds, notes Mashable. Why is it better than "Generation Y" or "Millennials"? Because the "c" stands for connected, and Nielsen provides new stats today to bolster its case:

• Gen C'ers make up only 23% of the population, but they more than make up for that when it comes to watching online video (27%), visiting social networks or blog sites (27%), owning tablets (33%), and using a smartphone (39%).

“Their ownership and use of connected devices makes them incredibly unique consumers, representing both a challenge and opportunity for marketers and content providers alike,” says Nielsen. “Generation C is engaging in new ways and there are more touch points for marketers to reach them.” (More Generation C stories.)