GENERATION Y Fisher College of Buiness The Ohio State Y一代費(fèi)舍爾商俄亥俄州州立大學(xué)

1、generation ynecho boomersnmillennialsndigital generationngeneration nextbackgroundnborn from 1979 1994 (60 million)neducation-minded generationnfamily-orientedn“self-esteem generation”ntechnology savvynmost socially conscience generation since the 60snmelting pot culture core valuesnshared life expe

2、riencenadvertising major rolenpeers & familynnewspaper- minimal rolelifestyle past and presentnvictims of sep 11- still no effectnopen to new ideas-piercing & tattoosnown cell phone, play station, dvd player, expensive video gamesnstatus no bar- enjoyment firstndrug use, abortions, drinking

3、are downgen y companiesngap, abercrombie & fitchntommy hilfiger (#1 brand)nahead of style curvensponsoring nintendo competitionndeal with mirimax dealing with teen actorsnnew brands overtaking market staplesnmudd, paris blues, in vitro hot nownnike, levi strauss, converse out of stylestatisticsn

4、dual income and single parent households grant gen y buying power.npart time jobs supplement incomenspent $141 billion last yearnaturenself-centered tendenciesnhigh brand awarenessnvery price sensitivenconsumer shop-aholicsproducts/servicesnthey want technology and everything else now!nbrand prefere

5、nce changes frequentlynbombarded with ads since birthnnew brands in entertainment, sports equipmentnfashion run behind fashionadvertisingnhumor is key!nthey love to be entertained.nout of school time spent with media or sports.nfun and statusnimpulsive buyershttp:/preferred medianinternet is very im

6、portant. ntv shows forced to make websitesndrives diversityncrucial for under-18 marketnmore than 80% have access to computersnfocus of movie industry on horror movieseg. i know what you did last summerkey features for advertisersndont care about interest rates (ages 21 and under) eg. loans, debit cardsnsell lifestylenlike similarityrecommendationsnobtain better understanding of generation y as a wholenuse internet, tv, and radio as mediumsnwebsite design importantnfitness center nsoon to be looking for cars, mutual funds, and first homessummaryngen y is a formidable