Generation Ys are those youngsters between 17 and 28 years old, the children of the baby boomers. Comprising some 60 million, they are the largest influential group on the American scene since the baby boomers. While not quite as big as the baby boomer group, they are nevertheless on target to increase in size 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 medium no doubt initiated through elementary and secondary schooling that demanded online access as a prerequisite. The group's tendency to use this medium as its principal communication method should encourage marketers to devise ways and means to target its users.

Y members communicate via email, social media and video, and they especially like texting. Statistics show that huge numbers of texts are sent by many 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, especially as it is estimated that three-quarters of all text messages are sent by Generation Ys.

Marketing to the children of the baby boomers will be difficult. Boomer brands were not successful in trying to reach 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 ignoring it. Competitor brands could also be launched to cause a greater upheaval. For success in advertising to this group, then, you will need to learn to think as it does.

Members of Generation Y have grown up in an even more technologically advanced media than their parents and respond to advertising differently. In many 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 locating them in places they are known to visit, for example, the Internet, social networking centers, and cable TV.

When you consider the thousands of social networks online, only a few cater specifically for the Generation Y group. 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.

Previous generations as well as marketers can learn much 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 seek understanding and respect.

To the Internet marketer, then, learn about the Generation Y motivators. Visit their social networks and get to know 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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