Demographic Group: Generation Y

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of demographic group: Generation Y.

Demographic Group: Generation Y

Antonia Miranda and Anneken Tappe


  • Generation Y makes up approximately 20% of the workforce (Woodruffe, 2009).


  • Age group born between 1978 and 1992 (accounting for about one third of the US population) (Bielski, 2007)

  • $170 billion market size in the United States in 2007 for financial services (Bielski, 2007)

  • "technology-savvy, better educated and more ethnically diverse than any previous generation" (Allen, 2004)

  • According to Syrett and Lammiman (2004), there are 5 distinct characteristics for Generation Y:

    • Intimacy and devotion with which they handle their on-line relationships

    • Loyalty to...

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