Who, What, Where, When, Y by ProQuest


A February 2008 eMarketer study on US Internet users reports that 91% of Gen Y is on the Web, comprising about 32% of the national total. This group's spending power was estimated at $189.7 billion in 2006 -- and it's rising. The 2007 Nielsen Homescan Consumer Panel found that American households with at least one Gen Y member spent 15% more than the average US household. A survey by consultancy Deloitte & Touche shows that this group has a clear lead when it comes to interacting with user-generated content. Abiding by fair and humane business practices is probably this generation's most critical stipulation. Any time they log onto a Web site, headlines --about the war, the recession, the environment, the fight for human rights abroad -- are hard to avoid and it's hard for them not to care. Technology is empowering the Gen Y consumer and it should serve marketers in the same way.

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									Generational Spending   Generation Y
                                                                                                              Only one year apart, my brother and I
                                                                                                              couldn’t be any more different when it

                               Who,                                                                           comes to spending money. He refuses to
                                                                                                              buy clothing on sale because, according to
                                                                                                              him, if it’s on sale that means nobody had
                                                                                                              wanted it. I have no such qualms, imme-
                                                                                                              diately making a beeline for the clearance
                                                                                                              section upon entering any store. That

                                                                                                              retail strategy is futile against this bargain
                                                                                                              hunter. My brother enjoys the latest and
                                                                                                              greatest; I’m currently using the hand-me-
                                                                                                              down Motorola Razr he no longer needed
                                                                                                              when he pounced on a new iPhone.
                                                                                                                 As different as the members of Gener-
                                                                                                              ation Y are in our individual spending

                                                                                                              habits, there’s one thing we have in com-
                                                                                                              mon—we all want to be treated as unique
                                                                                                              individuals. Popularly characterized as the
                                                                                                              most technologically adept group in his-
                                                                                                              tory, it’s no secret that this generation has
                                                                                                              successfully differentiated itself from oth-
                                                                                                              ers simply because it has access to more

                                                                                                              information, not to mention the time to
                                                                                                              search for it. A February 2008 eMarketer
                                                                                                              study on United States Internet users re-
                                                                                                              ports that 91 percent of Gen Y is on the
                                                                                                              Web, comprising about 32 percent of the
                                                                                                              national total.
                                                                                                                 This group’s spending power was esti-
                                                                                                              mated at $189.7 billion in 2006—and it’s

                               Y                 The members of Generation Y are young,
                                                 they’re smart, and they’re paving
                                                 (if not paying) their own way. So who’s
                                                 following whom? | By Jessica Tsai
                                                                                                              rising, says Maryland-based consumer-
                                                                                                              market research firm Packaged Facts.
                                                                                                              While Gen Y is far from being the richest
                                                                                                              demographic, much of its spending is
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