It’s fairly common knowledge that members of Generation Y are crazy about new media, so crazy that marketers are being forced to reach them through it.
So, who composes Generation Y?
The definition of who is included in Generation Y varies depending on the source, but this group can include those born anywhere between 1977 and 1994 – 2000. Basically, they’re young.
What is Generation Y all about?
This group is immersed in new media, having grown up using computers, the Internet, cell phones, mp3 players and video games. Generation Y multitasks; it’s not uncommon for someone in this group to chat online while they watch tv or text while surfing the Internet.
Generation Y has adopted new media as a way of life:
- This group watches tv…on the Internet. It’s no longer a problem if they miss their favorite show, they can get online and watch. Some will even forgo attempting to watch their shows on tv in favor of watching on the Internet.
- This group is truly connected. Facebook and Myspace have millions of users-some people have accounts in both places. (I’ll admit I do.) Many users check these accounts daily, if only to update their “status.” It’s even possible to check these accounts from a cell phone and make updates. It’s become normal to share personal information on the Internet.
- They would rather text, chat online or comment on a friend’s Facebook page then pick up a phone. It might take a little longer to type out and send messages, but the novelty of texting is far from wearing thin.
- They like to find hilarious things on the Internet and forward, forward, forward.
- They want and expect entertainment from advertising. More and more money is being spent to ensure that ads are catchy, creative and memorable.
- They like to share information-through blogs, pictures, videos…
What does this all mean?
Generation Y’s adoption of new media has changed the field of marketing. No longer can companies put out a simple television commercial and expect a response. Marketers have to move to where the youth is-online. And not only is Generation Y shaping how marketers must communicate, they are shaping what the Web is and will become. Think about it-the Web is continually changing to suit its most frequent users.
Marketers can’t rely on traditional mediums; they have to embrace new media even if they aren’t so fond of it. Why? Because a group of 70 million strong is telling them they have to. What’s more is that new media involves a lot of education and engagement on the behalf of the company. Technology changes so quickly. Generation Y easily adapts because technology is ingrained in them, but marketers need to make the effort to know these technologies inside and out like their audience does. It begs the question-will traditional forms of media become obsolete?
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Currently listening to: “Lights Out” by Santogold (Santogold, 2008)
