Generation Ys are those young people aged between 17 and 28 years old, the progeny of the baby boomers. Comprising some 60 million, they are the biggest group to impact on the American scene since the baby boomers. While not quite the size of the baby boomer group, they are ready to grow considerably and to soon have as great an impact in buying power.
About three-quarters of Generation Ys use the Internet regularly, the familiarity with this media no doubt initiated through primary and secondary education that demanded Web access as a necessity. The group's tendency to use this medium as its central communication method should encourage marketers to create ways and means to reach its users.
Y members connect via email, social networking and video, and they especially like to send texts. Statistics show that large numbers of texts are sent by countless teenagers in any given month. The majority of Generation Ys have cell phones. Text message campaigns, therefore, are something for marketers to include in their marketing plan, particularly as it is estimated that 75% of all text messages are sent by the Y Generation.
Marketing to the children of the baby boomers will be difficult. Boomer brands were not successful in attempts to target the smaller Generation X group, which had to be tolerated. Generation Y, however, is becoming vast enough to affect a boomer brand more significantly, simply by not taking any notice of it. Rival brands could also be launched to cause a bigger upheaval. To achieve success in promoting to this group, then, you will need to learn what makes it tick.
Members of Generation Y have grown up in an even more technologically advanced media than the baby boomers and react to advertising differently. In a lot of instances they are resistant to the traditional marketing channels that appealed to older generations. The entrepreneurs that do manage to grab the attention of Generator Y consumers are finding them in places they are known to visit, for example, the Web, social networking centers, and cable TV.
When you consider the multitude of social networks online, just a few cater specifically for Generation Ys. Facebook and Twitter are very popular, although their popularity is associated with a number of groups. Others include: BrazenCareerist.com, 20somethings.ning.com, Unigo.com, myYearbook.com. Each network caters for a variety of Generation Y needs.
Older generations as well as marketers can learn a lot from these networks, to better understand who Generation Ys are and what they're made up of. They don't expect older generations to know everything about their lifestyle. They simply yearn for understanding and respect.
To the online marketer, then, learn about the Generation Y motivators. Visit their social networks and acquaint yourself with them through reading what they are writing about. Your experience there will give you some knowledge on how to advertise to the needs of Generation Y.
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