1 / 17

Understanding Generation Y: Winthrop Student Insights

Dive deep into the characteristics of Generation Y, also known as Echo Boomers, including their demographics, spending habits, media preferences, technology presence, and how to effectively market to this influential group. Gain valuable insights on Gen Y through the lens of a Winthrop University student.

delila
Télécharger la présentation

Understanding Generation Y: Winthrop Student Insights

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Targeting Generation Y And the Winthrop Student Dr. Cara Peters

  2. Who is Gen Y? • Born: 1981-1995 • 57 Million + • Mirror birth rates of baby boomer parents • Population bulge • AKA: Echo Boomers, Millennium Generation

  3. 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

  4. 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

  5. Different cont. • Well experienced with computers • Cannot imagine life without technology • Grown up in media savvy, brand conscious world • Cynical and practical world view

  6. 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

  7. 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

  8. Different cont. • Spend 40% of pre-tax income on personal care products • $334 per year on these products • Growth among men in this generation

  9. Technology Presence • Video games (1980s) • Internet (1995) • Cell phones (1990s) • Digital Cameras (1990s) • DVD players (1997) • MP3 players (1998) • Tivo (1999)

  10. Gen Y Media Preferences • Internet • Instant messaging • Blogs • Film sites like Albinoblacksheep • School resources

  11. Gen Y Media Preferences • Hip Hop • versus Rock and Roll • Adult oriented media • SouthPark, The O. C., The Daily Show • Cult Films • Napolean Dynamite

  12. 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

  13. 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

  14. The Winthrop Student • 6,600 students on campus • 36 undergraduate degrees • 25 graduate degrees • 100 fields of study

  15. The Winthrop Student • Student/Faculty ratio of 15:1 • 42 States represented • 25% from York County, SC • Out of state 15.2%

  16. The Winthrop Student • 44 Countries represented • Out of country 2.1% • Female/Male ratio of 2:1 • Minorities represent 35% of population

  17. The Winthrop Student • 65% have financial aid or scholarship help • 63% have a car • 34% live on campus

More Related