July 25, 2008

Benchmark 2008: Gen Y Comes Of Age

North American Consumer Technographics

This is the 16th document in the "State Of Consumers And Technology: Benchmark 2008" series.

by Shar VanBoskirk

with Charles S. Golvin, Thomas Cummings, Emily Bowen

Executive Summary (This is a document excerpt)

As early adopters of emerging media, Gen Yers have foretold interactive marketers' next priorities over the past few years. But they are more than just bellwethers of change. As consumers ages 18 to 28 begin working and increasing their expendable incomes, they are assuming the role of the mainstream consumer — forcing portals to change their focus and requiring marketers to consistently adjust their strategies to stay relevant.

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