Statistics referring to Generation Y

Brand awareness

• 66% would look up a store after learning their friend had checked in. (Mr Y)
• 43% have liked more than 20 brands on Facebook. (Mr Y)
• 65% report researching the next model for their current product, immediately after making a purchase (Mr Y)
• 71% report having liked a brand on Facebook just to receive an offer (Mr Y)
• Social Media
• 91% make their Facebook Places and Foursquare check-ins public. (Mr Y)
• 52% have over 300 friends on Facebook. Top 10%, over 1,000. (Mr Y)
• 58% use Twitter “all the time” (Mr Y)
• 40% visit Facebook more than 10 times per day. (Mr Y)
• 73% only consider someone a “friend” if they have hung out in person. (Mr Y)
• 76% spend over an hour on Facebook every day (Mr Y)

Gadget Ownership

• 89% own a laptop (Mr Y)
• 96% of undergraduates owned a cell phone in 2010, vs. 82% of the adult population.
• The vast majority of undergrads possessed a laptop and an iPod or MP3 player, too, at 88% and 84%, respectively. (PI)
• Adults younger than age 30 are more likely than those age 30 and older to own a cell phone—93% of young adults own cell phones compared with 80% of their older counterparts. (PI)
• Nearly seven in ten (69%) teens ages 12-17 have a computer (PI)
• Nearly four in five teens (79%) have an iPod or other mp3 player (PI)
• 80% of teens between the ages of 12 and 17 have a game console like a Wii, an Xbox or a PlayStation. (PI)
• Over one-quarter of students listed their laptop as the most important item in their bag—almost three times the number of students who chose textbooks. (CS)
• Among student tablet owners, 86% believe tablets help them study more efficiently, and 76% said tablets help students perform better in class. (CS)
• 62.7% of US undergraduates surveyed had an internet-capable handheld device. (CS)

Technology usage

• 67% access Facebook from their smart phone (Mr Y)
• 59% visit Facebook during class (Mr Y)
• 40% use Pandora (Mr Y)
• 73% earn virtual currency (Facebook Credits (36%), Farmville Cash (25%) and Microsoft Points (17%) rank among the most popular.) (Mr Y)
• 75% upload photos via mobile (Mr Y)
• 80% use 2 or more devices simultaneously while watching TV (Mr Y)
• 93% of teens with a desktop or laptop computer use the device to go online (PI)
• 21% of teens who do not otherwise go online say they access the internet on their cell phone. 41% of teens from households earning less than $30,000 annually say they go online with their cell phone. Only 70% of teens in this income category have a computer in the home, compared with 92% of families from households that earn more. (PI)
• Only 5% plan on buying a PC, 1% use Gowalla, 12% use foursquare, and only 13% of incoming freshmen plan on getting a cable TV package.
• 38% of students surveyed said they could not go more than 10 minutes without checking their digital device—about the time it takes to walk to class. (CS)
• 62% of youth brand and technology decisions are influenced by friends and family (MY)

Mobile phone usage

• 75% of 12-17 year-olds now own cell phones. (PI)
• 75% send over 20 text messages per day (Mr Y)

While they are more likely to share photos of themselves (84%), their sexual orientation (69%), and relationship status (78%), they are still very unlikely to make their physical location, what products they have purchased, or their mailing address public. (Mr Y)

More info on how to appeal

• Buzz Marketing / Word of Mouth: Young people are very open and vocal about a product or service they see as useful and innovative and will not hesitate a bit to tell their friends. Buzz marketing can be a commercial that a GEN Y'er saw on TV/Youtube that was hilarious and it had some memorable slogan or quote, or it could be an interesting product name, or it could be totally something created in a GEN Y'ers mind from personal use of that product or service.
• Creating fresh and innovative products or services:  GEN Yers expect unique creations that stretch their imaginations to new heights and offer the creativity of new technologies we are used to seeing and envisioning in our everyday lives. GEN Yers also expect simplicity of use and function, but at the same time something out of this world.
• Style/Image Branding: Style and image are everything when it comes to product buying by GEN Y’ers. If a new product or service is not deemed cool or something they can tell their friends about the next day, then that product has lost a chance to make that very important first impact on a young person. GEN Y’ers can either be brand loyal or fickle, so companies must regularly ensure that the way they design and package new products fit in the realm of what GEN Y’ers expect. GEN Y’ers expect sharp, creative, and innovative styles and creations.
• Marketing in the right areas:  Most young people spend countless hours and days in front of their computer, at the mall, and in the movies. So placing ads before popular youth market films will reach the GEN Y audience very well. It is important that any ads speak the language of young people.  Unique and funny ads are essential for creating buzz for a new product or service and giving something young people can tell their friends about. 

Some more basic info

Gen Y is an “experience” culture.  They do not want to be told what to like or what to do.  They want to experience the world for themselves and pass their own judgment.  They love to be in the trenches of life, and they want to be there with their friends:

·         Concerts

·         Extreme sporting events such as Skateboarding, Snowboarding and BMX.

·         Movies

·         Video games and video game competitions (Cyber Athlete Professional League, GameCaster, Global Gaming League)

·         Social networking sites (Facebook, MySpace, Second Life, del.icio.us, DIGG)

·         Tattoos

Some Characteristics of Generation Y

Born in the mid 1980s onwards with numbers estimated as high as 70 million, Generation Y (also known as the Millennials) is the fastest growing segment of today’s workforce. 

Common traits of Generation Y:

• Tech-Savvy: Generation Y has grown up with technology and rely on it to perform their jobs to a better standard. Armed with smartphones, laptops and other gadgets, Generation Y is plugged-in 24 hours a day, 7 days a week. This generation prefers to communicate through e-mail and text messaging rather than face-to-face contact.
• Accommodates for social life: The fast-track has lost much of its appeal for Generation Y who is willing to trade high pay for fewer billable hours, flexible schedules and a better work/life balance. While older generations may view this attitude as narcissistic or lacking commitment, discipline and drive.
• Achievement-Oriented: Nurtured and pampered by parents who did not want to make the mistakes of the previous generation, Generation Y is confident, ambitious and achievement-oriented. They have high expectations of their employers, seek out new challenges and are not afraid to question authority. Generation Y wants meaningful work and a solid learning curve.
• Team-Oriented: As children, Generation Y participated in team sports, play groups and other group activities. They value teamwork and seek the input and affirmation of others. Part of a no-person-left-behind generation, Generation Y is loyal, committed and wants to be included and involved.
• Attention-Craving: Generation Y craves attention in the forms of feedback and guidance. They appreciate being kept in the loop and seek frequent praise and reassurance. Generation Y may benefit greatly from mentors who can help guide and develop their young careers.