The 18-24 demographic is watching slightly less TV these days, and concurrently watching more internet and mobile video. But, as Nielsen points out with newly released data, this is anything but a monolithic demographic, with its media habits influenced by education, lifestyle, and living situation. In a blog post, Nielsen examines media access for extended home college students (those who live at school during the year, but are still part of their parents’ household), finding gaps in their access to DVRs, game consoles and premium cable channels when living in their extended homes (such as a college dorm room).
According to the Nielsen figures, while 66% of this group of 18-24-year-olds own a DVR in their primary residences, just 9% have access to one when in their extended home. Similarly, game console access is higher in their primary homes than in their extended residences (72% vs. 53%), as is their access to cable with premium channels (58% vs. 31%). Only general cable access seems unaffected, virtually universal for this group in either residence.
The study uncovers some other interesting data about media consumption for this young demographic. For example, independent college students (who attend college but identify as independent members of their household) have a lower tablet adoption rate than college graduates (8% vs. 15%). But college grads aren’t just buying tablets, they also display a high degree of smartphone adoption, at a whopping 76% during Q2 2012.
