Understanding Generation Y

Stamats Integrated Marketing Conference
Fully Wired and Fully Mobile: Understanding Generation Y
Jennifer Corriero, TakingITGlobal

Net Generation Attributes of Technology Use (Net gen: b. 1978-1999 - 79.8 mil.)

1. Influential - 50% of the world's population is under 25. 20% between 10 and 17. High spending

2. Connected - Social media is like air to them. They're participating, sharing, creating, living it.

• They're digital natives, enthused by technology.
  
• Use the internet to make many decisions: college, car purchase, medical, job, financial, where to live, etc.
  
• 55% of US teens use social networks like Facebook or MySpace.
  
• Less distinction among work, learning, play - multi-tasking is pervasive
  

3. Diverse - Personalization, customization are key

• Current US teen market is most multicultural ever.

4. Enabled - There's a shift away from the hierarchy to the network

• People expect to be able to participate, whether up front or in the back channel. Expect involvement in decision making
• 57% if teens on the internet can be considered content producers. "Anyone can be a producer, publisher ..."

5. Aware - they're socially conscious and more activist

Building Bridges to the Next Gen

1. How relevant is your brand?
2. Is your recruting engaging, exciting, inspiring? See Cirque Du Soleil jobs site
3. Do you showcase your innovative practices
4. Do your students and alumni stay connected?
5. How are you using the social web?
6. Are you communicating your current thinking? News, current events, faculty interviews, ask an expert, blogs, etc.
7. Have you explored virtual worlds?
8. How open are you? iTunesU postings
9. Do you listen to your customers Dell Ideastorm
10. Is technology integrated across the curriculum

See Rachel Reuben's report - I think I've seen this ... I'll report back.