According to a Nielsen survey of more than 30,000 online consumers across 60 countries, TV viewing is one of the more popular spare-time activities across generations. But for Gen Z consumers, it takes a back seat to music listening and reading, as 37% of Gen Z respondents indicated that listening to music is one of their top-3 spare-time activities, ahead of reading (27%) and watching TV (23%)
Several spare-time activities appear to be prominent across the other generations, according to Nielsen research. Watching TV, for example, is the leading spare-time activity for Millennials, Gen Xers, and Boomers while falling second only to reading among the Silent Generation.
Depending on our age, says the Nielsen report, our approach to something as simple as getting up-to-date news or eating out can be drastically different. But today’s consumers are bucking yesterday’s preconceived generational notions. In fact, many older people are embracing a more technology-driven world, and sizeable numbers of younger people are turning to more traditional values. Yet for all of our differences, in many ways, it’s remarkable how similar we are no matter the age.
Top Spare Time Activities (Selected as one of top three)
Listen to music
Connect with family and friends
Play online games
Review social Media
Play video games
Source: Nielsen, November 2015
In Nielsen’s survey, generations were defined by the following age ranges:
Recently, a study from Common Sense Media, says Marketing Charts, revealed that listening to music is the most common, and most enjoyed, media activity among US teens (13-18). TV viewing also emerged as a preferred media activity in that survey, although reading was further behind than in the Nielsen survey.
Both pieces of research show that social media is further down the list. In the Common Sense Media survey, 45% of US teens reported using social media everyday, while in the Nielsen survey, reviewing social media was only in the middle of the pack in terms of top spare-time activities, behind exercising and connecting with family and friends.
Separately, Nielsen’s “Global Generational Lifestyles” report also finds that: