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Targeting Generation Y . And the Winthrop Student Dr. Cara Peters. Who is Gen Y?. Born: 1981-1995 57 Million + Mirror birth rates of baby boomer parents Population bulge AKA: Echo Boomers, Millennium Generation. Who is Gen Y cont. Largest Consumer Group in US History

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targeting generation y

Targeting Generation Y

And the Winthrop Student

Dr. Cara Peters

who is gen y
Who is Gen Y?
  • Born: 1981-1995
    • 57 Million +
    • Mirror birth rates of baby boomer parents
      • Population bulge
    • AKA: Echo Boomers, Millennium Generation
who is gen y cont
Who is Gen Y cont.
  • Largest Consumer Group in US History
    • $211 Billion annual income
      • 15-24: $12,800, up 18% since 1985
    • Spends $172 Billion per year
    • Young adult segment spends $61.2 Billion
  • Future Market for Most Brands
different from previous gens
Different from Previous Gens
  • More racially diverse
    • 1 of 3 is not Caucasian
    • 17% are Hispanic
  • 1 of 4 lives in single parent household
  • 3 of 4 have working mothers
different cont
Different cont.
  • Well experienced with computers
    • Cannot imagine life without technology
  • Grown up in media savvy, brand conscious world
  • Cynical and practical world view
different cont1
Different cont.
  • More of this generation going directly to college
    • Decline in labor force participation
    • Median income for college grad: $42,000
      • Non-college grad: $26,000
  • Increased college debt
    • Average balance of Senior is $17,000
  • Increased credit card debt
    • 54% have credit card
    • Average balance of Senior is $3200
different cont2
Different cont.
  • More likely to own homes at age 25
    • 33.5% of income spent on housing
    • Buddy-buying phenomenon
  • Most medicated generation ever
    • 25% take one prescription per month
  • Obesity problem
    • 54% considered overweight
different cont3
Different cont.
  • Spend 40% of pre-tax income on personal care products
    • $334 per year on these products
  • Growth among men in this generation
technology presence
Technology Presence
  • Video games (1980s)
  • Internet (1995)
  • Cell phones (1990s)
  • Digital Cameras (1990s)
  • DVD players (1997)
  • MP3 players (1998)
  • Tivo (1999)
gen y media preferences
Gen Y Media Preferences
  • Internet
    • Instant messaging
    • Blogs
    • Film sites like Albinoblacksheep
    • School resources
gen y media preferences1
Gen Y Media Preferences
  • Hip Hop
    • versus Rock and Roll
  • Adult oriented media
    • SouthPark, The O. C., The Daily Show
  • Cult Films
    • Napolean Dynamite
marketing to gen y
Marketing to Gen Y
  • Shrug off big brands
    • Embrace hip newcomers
  • Respond to ads differently
    • Put messages where they congregate
    • Prefer ads that are funny or disarmingly direct
      • Arizona Jeans: Just Show Me the Jeans
  • Want customization
marketing to gen y1
Marketing to Gen Y
  • Technology/Internet is medium of choice
    • Drives diversity
  • Campaigns that work are subtle, local
    • Street teams, grassroots
      • Outdoor posters, skateboard magazines
  • Prefer more sleek designs
    • Present the hip without air of commercialism
the winthrop student
The Winthrop Student
  • 6,600 students on campus
  • 36 undergraduate degrees
  • 25 graduate degrees
  • 100 fields of study
the winthrop student1
The Winthrop Student
  • Student/Faculty ratio of 15:1
  • 42 States represented
    • 25% from York County, SC
    • Out of state 15.2%
the winthrop student2
The Winthrop Student
  • 44 Countries represented
    • Out of country 2.1%
  • Female/Male ratio of 2:1
  • Minorities represent 35% of population
the winthrop student3
The Winthrop Student
  • 65% have financial aid or scholarship help
  • 63% have a car
  • 34% live on campus