The Millennial Generation, better known as Gen Y or Generation Y, are the demographic cohort following Generation X. There are no precise dates when the generation starts and ends. Researchers and commentators use birth years ranging from the early 1980s to the early 2000s.
Currently there are over 71 million Gen Y's in the United States, the largest cohort since the Baby Boomers. The Gen Y group are known as incredibly sophisticated, technology wise, immune to most traditional marketing and sales pitches. They not only grew up with it all, they’ve seen it all and been exposed to it all since early childhood.
Gen Y members are much more racially and ethnically diverse and they are much more segmented as an audience aided by the rapid expansion in Cable TV channels, satellite radio, the Internet, e-zines, etc.
Gen Y are less brand loyal and the speed of the Internet has led the cohort to be similarly flexible and changing in its fashion, style consciousness and where and how it is communicated with.
Gen Y kids often raised in dual income or single parent families have been more involved in family purchases... everything from groceries to new cars. One in nine Gen Yers has a credit card co-signed by a parent.