10 trends in Generation Y

Melanie Shreffler

With ever more technology at their fingertips and changing attitudes to media ownership, Melanie Shreffler of Ypulse looks at how the Millennium generation is embracing and shaping these innovations.

We follow youth culture and media trends closely throughout the year at Ypulse, and we're seeing some significant shifts in Millennial attitudes and habits that will have an impact throughout 2012 and beyond. Some of these trends, such as cord-cutting (adoption of wireless communications), have been brewing for years and are just now becoming a reality, while others, such as students owning tablets, are the result of rapid technological innovations.

We expect there will be considerable change among the 'Y' generation (teenagers and young adults) and look forward to seeing how things shake out and evolve in the coming year.

1. Music ownership is old school