[source: RMG connect]
Who is Generation Y?
Gen Y (1977-1994): 73,000,000
Often called Millennials or Echo Boomers
Currently, 11-28 years old
1 in 3 non-Caucasian
1 in 4 from single parent home
3 in 4 have working mothers
What Makes Them Unique?
National traumas have shaped their outlook
OJ
Monica
Columbine
2000 Election
9/11
Iraq 03/04
Accepting of alternative lifestyles
Same sex
Inter-racial
Diversity is a fact of life
De-sensitive to racial tensions
Outwardly accepting of religion
Morally complex
Aim for integrity
Apologies equals a clean slate
Desire trust and respect vs. get rich quick
Value companies/brands/products that support good causes
Spirituality heightened, in touch with self
1st Generation to grow up with technology
Computers in Nursery school
100s of cable channels
9 out of 10 have personal computers
50% of 12-17 have own cell phones
¼ of 18-24 year olds have Internet-enabled phones
Estimated $20B spent online
Gen Y Terms:
“Hubs” select the Internet when they want to learn about breaking news or find out about what the latest products are. It’s the key source of information keeping them current.
“Chic Geeks” tend to choose the Internet when they want to rebel or meet someone new who is really different from them. They will take social risks online that they wouldn’t dream of taking in their offline life.
“Miss Insulars” are looking for information about celebrities or to verify that the information they have is accurate. They also seem to use the Internet to investigate purchases, although they are apt to spend offline and not online.
“The ‘Now’ Crowd” prefer the Internet when the objective is immediacy – when they want to find something to do right now
“The IQ Crew” tend to select the Internet for practical activities – to research for school, to learn details about products, to verify information, or to research purchases
“Alter-ego.coms” seek to find acceptance online. They want to be entertained online, but also like to show off things they have done, or discover new things to do in their spare time
A recent study of college students found:
o 97% have a cellphone
o 68% sent text messages with their cellphones
o 14% sent instant messages with their cellphones
o 50% listed instant messaging as their top choice in communicating
o 44% said they couldn't live at college without instant messaging
o 66% log on to instant messaging programs several times a day
o 56% spend an hour or more daily sending instant messages
