In the U.S., young people’s media usage is markedly different from that of older generations but is likely to converge with their elders as they themselves grow older, according to Nielsen SVP of Consumer Insights Dounia Turrill at today’s Consumer 360 conference in Las Vegas.

While television is still the dominant media platform in China (the average home spends 6X as much watching TV as accessing the Internet), nearly half the households in the pilot study went online while watching TV.

Fourteen percent of home Super Bowl viewers with Internet access browsed the web at least once during the big game, up slightly from last year’s 12%.

The consumer has entered an age of enlightenment with expanded options for devices, content, and schedules. What does the next 3-5 years have in store? Five key trends will have a significant impact.

The pathway to Internet profitability for marketers will be determined by the ability to integrate mobile, TV, Internet traffic and advertising data into a holistic, effective multi-strand fabric that blankets the consumer in a traceable, measurable way.

On November 12, at the NewTeeVee Live event, Brian Fuhrer, SVP and Media Program Leader at The Nielsen Company, weighed in on the need to measure audiences and engagement across TV, the web, mobile devices and more.

Yield management is an approach to maximizing revenue when a business has a fixed, perishable resource and can segment customers into groups willing to pay different prices for the same resource.

Jon Gibs, VP Media Analytics, The Nielsen Company, led a presentation at ad:tech surrounding the shifting media landscape and the search for a unified measurement form, or gross rating point (GRP) across media.

If the Internet has truly “arrived” and is being taken seriously, why have we not yet seen significant brand advertising dollars follow?