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06.29.07
Marketing To Generation Y & Its Relation To Media Usage
 By
Joe Whyte
One of the most important things Internet marketers can do for themselves, their companies and their marketing efforts is to look into future trends as much as possible.
In order for you to have the upper hand in marketing, which is KEY, you need to see where markets are shifting and find possible untapped avenues to break into. One of the most interesting avenues today is the rapid growth in generation Y's media usage over the last 4 years.
Although the term "media" is broad and overlaps online and offline marketing, the numbers are too impressive for a marketer to ignore. Over the past 4 years the number of hours spent with media has grown within the generation Y demographic. Studies have shown that this generation is the most impressionable as well. Put the 2 together and you have a growing market base of potential returning sales, conversions and a chance (if your marketing budget allows) for lifelong branding.
Here is a statistical chart on the behavior tendencies of 13-64+ year olds and there corresponding media usage over the last 4 years.
As you can see between May 04 and May 07 there has been a significant jump and steady growth in the usage of media like phones, radio, Internet, computers, television, etc. Multitasking is something that the gen Y demographic is really taking advantage of, according to eMarketer. Consuming media simultaneously is something all generations do, however, the Y generation seems to be very effective at it.
Here is a chart on the most popular media to be consumed simultaneously.
I must admit that usually when I am on the phone I have an ear piece on in my other ear listening to music. When I am working at home I will have the television or radio on while working on my laptop at the same time. What is interesting about this study is that either a) The 13-17 year olds in this study are multitasking more frequently because they do not have jobs or less responsibility then their older counterparts OR b) This could be a growing trend of young adults and as years pass these numbers will continue to grow through the different age demographics.
Either way you want to look at it you have one summation that we can all draw from. By utilizing some of the most simultaneously used media and leveraging that with powerful advertising that directly influences this growing demographic you can align your brand and your products for more sales and more visibility that will grow virally.
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