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The Adults of Generation Y in the U.S.: Hitting the Demographic, Lifestyle and Marketing Mark


Attention: There is an updated edition available for this report.

The most ethnically diverse and technologically savvy generation in U.S. history, the adults of Generation Y, born from 1979 to 1990, number about 40 million. Also known as Echo Boomers, Millennials and a host of other catchy titles, Gen Y adults tend to be self-confident, team-spirited, politically liberal and more digitally literate than their elders. They take for granted the quick convenience and seemingly infinite options afforded by cell phones, the Internet, indulgent parents and a marketplace eager to meet their mercurial tastes. Gen Y adults also stay single longer, remain more emotionally and financially attached to their parents, and delay their own parental responsibilities longer, while indulging their inner child more vigorously, than the generations before them.

Despite their shaky finances and breezy approach to workplace demands, the cohort’s strong affinity for personal fame and wealth are likely to translate into serious financial clout over time, to the tune of some $3.5 trillion by middle age. A penchant for instant gratification and customizable products, along with demand for socially responsible corporate policies and a wariness of inauthentic advertising, means that marketers must launch ever more creative, multilayered and inclusive campaigns to reach their target Gen Y segment—a daunting task considering the constant trade-offs between Gen Y adults’ frequent homogeneity in mindset and wild diversity in individual preferences.

Drawing on uniquely cross-tabulated Simmons Market Research Bureau winter 2008 survey data, BIGresearch’s monthly Consumer Intentions & Actions surveys, and government and private sector data sources, this report examines common attitudes and motivations among the Gen Y adult cohort, particularly their tendency to trust friends and celebrity endorsements in their purchasing choices, their insistence on influencing product offerings and advertising, and an accompanying blurring in their analytical boundaries between “retail” and “real life.” The report gives special attention to green and other social concerns within the cohort and their use of a wide range of social networking media to pursue their goals.

An overview of Gen Y adult attitudes and spending trends introduces five lifestyle chapters:

  • Demographics: Millennials are very ethnically and culturally diverse, with a multicultural outlook and a left-leaning political orientation. The younger cohort, age 18-24, account for 59% and Hispanics a powerful 22% of the adult Echo Boom.
  • Finances: Gen Y’s love-hate relationship with credit cards, education expenses and high APRs, combined with a desire for luxury products and a seeming inability to save money, means they tend to be cash-crunched.
  • Technology, Media and Marketing: Media saturated and digitally dependent for their sense of self, Millennials experience media, technology, socialization, advertising, community and personal consciousness as almost seamlessly integrated.
  • Eating In, Dining Out: With a developing preference for organic, functional and sustainably farmed produce, Gen Y adults embrace healthy, well-balanced meals as long as they come in snazzy recyclable containers, don’t require cooking and don’t interfere with snacking.
  • Wellness, Work and Leisure: Not so much about anti-aging and physical fitness, Gen Y wellness means that leisure and work should be personally fulfilling; that community and environmental health are a team effort, preferably supported by one’s employer; and that relationships are the key to personal well-being.


  • Executive Summary
    • Scope and Methodology
      • Scope of Report
      • Report Methodology
    • Market Overview
      • Shared Sensibilities, From Tykes to Twenty-Somethings
      • Market Focus: Gen Y Adults Age 18-29
      • Gen Y Adults Number Approximately 40 Million
      • Gen Y Population Spread across Marketing Regions
      • Hispanics a Powerful, Growing Minority
      • Multiculturalism Inspires Liberal Leanings
      • Strong Belief in Money as a Measure of Success
      • Not All Gen Yers Are College Bound
      • Customized Options Help Define Personal Style
    • Finances
      • Inexperience, Debt Constitute Double Whammy
      • Bank Accounts, Savings Levels Below Adult Average
      • Personalized Financial Services Can Build Future Loyalty
      • Confidence in Nation's Economy Plunges
      • Varying Parental Roles in Bill Payment Muddy Financial Waters
      • College Consumers Spending at Record Levels
      • Gen Y Attitudes about Debt and Money
    • Media, Technology and Marketing
      • Gen Y Worldview Integrates Self, Technology, Marketing
      • Gen Y Use Technology, Media to Brand Themselves
      • Mobile, Internet, Video Enable Daily Life
      • Blogs, Social Networking, Video Sharing Pervade Online Activities
      • Gen Yers Also Big on Online Shopping, Auctions, Product Research
      • Nearly All Gen Y Adults Use Internet
      • Tech Marketing Requires Intimate Understanding of Gen Y Values
      • Video Offers Immediacy, Emotion, Interaction
      • Visual Media Gaining Over Print
      • Online Video Appeals across Gen Y Segments
      • Most Marketers Still Leery of Gen Y Marketing Techniques
    • Eating In, Dining Out
      • Long-Term Health Issues a Distant Concern
      • On the Run Eating Enables Busy Lifestyles
      • Organic, Natural, Eco-Friendly Earn Points
      • Gourmet Tastes a Major Draw
      • Exercise, Revving Metabolisms Compensate for Indulgence
      • Dorm Living Can Pack On Pounds
      • Busy Lives Preclude Regular Home Cooking
      • Gas Prices Curtail Frequency of Dining Out
      • Even In Groceries: Make It Cool, Eco-Friendly, Multi-Culti, Authentic
    • Wellness, Work and Leisure
      • Wellness a Given Among Gen Yers
      • Today's Experiences Trump Worry About Tomorrow
      • Strong Undercurrent Intent on Keeping Youthful Appearance
      • Wellness at Work: Nurturing the Whole Person
      • Regular Exercise Helps Offset Blasé Approach to Health Care
      • Shopping Patterns Favor Electronics, Apparel
      • Avid Gen Y Sports Enthusiasts Value Risk-Taking, Cool Stuff
      • Action Sports a Major Niche, But Authenticity Stakes High
  • Chapter Market Overview - Highlights
  • Market Overview
    • Introduction
      • Shared Sensibilities, From Tykes to Twenty-Somethings
      • Millennial Generation Echoes Qualities of Generations Past
    • Demographics, Attitudes and Consumer Style
      • Gen Y Adults Number Approximately 40 Million
      • Gen Y Population Spread across Marketing Regions
      • Ethnic Diversity Underlines Need for Marketing Segmentation
      • Hispanics a Powerful, Growing Minority
      • Multiculturalism Inspires Liberal Leanings
        • Table "We Should Strive for Equality for All": Selected Gen Y Adult Segments, 2007 (percent and index of U.S. adults age 18-29)
      • Young Adults May Form Next Political Powerhouse
        • Table Political Party Affiliation by Percentage of Generational Cohort, 2007 (U.S. adults)
      • Gen Y Irreverence Heats Up 2008 Presidential Campaign
      • Team Players Echo Values of Greatest Generation
      • Strong Belief in Money as a Measure of Success
        • Table "Money Is the Best Measure of Success": Selected High Index Gen Y Segments, 2007 (number, percent and index of U.S. adults age 18-29)
      • Wealth and Fame Are Common Goals
      • Social Networking, Reality TV Promise Instant Celebrity
      • Desire to Shine Crosses Income, Educational Brackets
        • Table "I Like to Stand Out in a Crowd": Highest Index Gen Y Segments, 2007 (percent and index of U.S. adults age 18-29)
      • Customized Options Help Define Personal Style
      • Demographic Diversity Correlates with Cultural Openness
        • Table Political Outlook Across Generational Cohorts, 2007 (percent of U.S. adults)
      • Respect for Customs and Beliefs a Given
      • Not All Gen Yers Are College Bound
        • Table Gen Y Adults by Educational/Job Training Cohort, 2007 (percent and number of U.S. adults age 18-29)
      • Younger Cohort Most Likely to Be Full- or Part-Time Students
      • Substantial Gen Y Segment Holds High School Diploma or Less
        • Table Indices for Educational/Job Training Status by Race/Ethnicity, 2007 (U.S. adults age 18-29)
      • Behaviors, Attitudes, Preferences Differ Between College, Non-College Consumers
        • Table Strongly Held Shopping-Related Attitudes Among Gen Y Adults: No College/ No Vo-Tech Background/Employed Full-Time vs. College Grad or More, 2007 (index of U.S. adults age 18-29)
      • Gen Y Consumer Style Favors Authenticity, Participation, Instant Availability
      • Marketing Tips
        • Table Demographic Composition of Adults Age 18-29, 2007 (number, percent of total age 18-29 group, and index in relation to U.S. adults overall)
        • Table Demographic Composition of Full- or Part-Time College Students Age 18- 29, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
        • Table Demographic Composition of College Grads Age 18-29, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
        • Table Demographic Composition of 18- to 29-Year-Olds Who Attended Specialty/Vocational-Technical School, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
        • Table Demographic Composition of 18- to 29-Year-Olds Without College or Specialty/ Vo-Tech School Background, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
  • Chapter Finances - Highlights
  • Finances
    • Inexperience, Debt Constitute Double Whammy
      • Generation Strives for Financial Success, Freedom
      • Confidence in Nation's Economy Plunges
        • Table Percentage of Adults Age 18-28 Who Are Confident or Very Confident About the Short-Term Prospects for the Economy: By Month, December 2007-June 2008
      • Changing Situations, Tastes, Make Cohort Segmentation Tricky
      • Varying Parental Roles in Bill Payment Muddy Financial Waters
        • Table Bill Payment Methods Among Gen Y Adults: Overall and by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
        • Table Selected Strongly Held Attitudes About Personal Finance Among Gen Y College Students, 2008 (percent and index of U.S. adults age 18-29)
      • College Consumers Spending at Record Levels
      • Gen Y Attitudes About Debt and Money
      • Consumer "Empowerment" More About Attitude Than Actual Cash
      • Gen Y Goals, Perceptions Should Guide Financial Marketing Efforts
      • Shaky Financial Position Curbs Spending
        • Table Changes in Spending Habits Over Past 6 Months Among Adults Age 18-28: January 2008 vs. June 2008 (percent)
        • Table Major Purchases Planned Within Next 6 Months: Adults Overall vs. Adults Age 18-28, June 2008 (percent of adults overall and percent and index of adults age 18-28)
      • Naïveté, Consumerism Push Debt Levels Up
      • Full-Time Workers Less Financially Confident Than College Students
        • Table "I'm No Good at Saving Money": Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
        • Table "I Like Other People to Think I'm a Financial Success": Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
      • Educational, Consumer Loans Ramp Up Financial Burden
        • Table Percentage of Annual Income Saved Over Last Year as of June 2008: Adults Overall vs. Adults Age 18-28 (index)
      • Personalized Service and Technology-Based Options Crucial
      • Multifunctional Technologies Trigger Rewards, Customized Options, Community Solidarity
      • Wachovia's Campus Card: "Your Key to Student Life"
      • U.S. Bank's OneCard Offers Student-Centric Rewards
      • BofA's "Keep the Change" Debit Card Encourages Savings
      • Green Rewards, Social Responsibility Popular Across Card Types
      • edo Interactive Launches Prepaid Facecard MasterCard
      • Chase Plus One: Chase + Facebook
      • PNC Bank's Virtual Wallet: The iPod of Banking
      • Low Costs, Calendar, Alerts, Account Tracker Home In On Gen Y Needs
      • Youth-Oriented Thrasher Funds Give Hip Investing a Go
        • Table Financial Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
        • Table Financial Patterns: Gen Y Adults by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
  • Chapter Media, Technology and Marketing - Highlights
  • Media, Technology and Marketing
    • Gen Y Worldview Integrates Self, Technology, Marketing
      • Gen Y Use Technology, Media to Brand Themselves
      • Features Less Important Than Lifestyle Outcomes
      • Mobile, Internet, Video Enable Daily Life
        • Table Selected Online Shopping Activities In Last 30 Days: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
      • Nearly All Gen Y Adults Use Internet
        • Table Computer/Internet Use Activities: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
      • Tech Marketing Requires Intimate Understanding of Gen Y Values
      • Social Interaction Trumps Product Specs
      • Nokia Mobile Taps Into Core Desires, Values
      • Quest for Personal Meaning Drives Passion for Media, Tech
      • Video Offers Immediacy, Emotion, Interaction
      • Video Drives Increasing Overlap Between Personal and Commercial; World of Warcraft Game Illustrates
      • Majority of Gen Y Own or Play Video Games, Including Mainstream Demographics
        • Table Video Game Systems Owned or Played: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
      • Good-Bye Old Stereotypes: Gamers More Social Than Non-Gamers
      • Traditional Core of Young Single Men Remain Hot for Video Games
        • Table "Video Games Are My Main Source of Entertainment": Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
      • Online Video Essential in Marketing to Young Men
      • Online Video Appeals Across Gen Y Segments
        • Table "I Expect Advertising to Be Entertaining": Highest Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)
      • Small Minority Dislike Advertising
        • Table "I Don't Like Advertising In General": Selected Gen Y Adult Segments, 2008 (percent and index of U.S. dults age 18-29)
      • Hispanics, Non-College Segments Most Ad Friendly
        • Table Selected Strongly Held Attitudes About Advertising Among Gen Yers: Hispanics and Full-Time Employees with No College/Specialty Job Training, 2008 (percent and index of U.S. adults age 18-29)
        • Table Selected Strongly Held Gen Y Attitudes About Product Placement: Hispanics and Full-Time Employees With No College/Specialty Job Training, 2008 (percent and index of U.S. adults age 18-29)
      • For Non-College Segments, Video Ads More Effective Than Print
      • Gen Y Parents Open to Ads That Help Pick Products for Kids
        • Table Strongly Held Attitudes About Advertising: Gen Y Parents, 2008 (percent and index of U.S. adults age 18-29)
      • Most Marketers Still Leery of Gen Y Marketing Techniques
      • Social Media Provide Multi-Layered Branding Opportunities
      • Fine Line Between Creating Community and Intruding Into Private Communication
      • Millennial Moms a Small But Strong Core of Social Networkers
      • Gen Y Control, Creativity, Community Are Your Marketing Guides
        • Table Computer/Internet Use Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
        • Table Computer/Internet Use Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
        • Table Print Media Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
        • Table Print Media Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
        • Table Patterns for Television, Video Games, Cell Phones and Other Consumer Electronics: Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
        • Table Patterns for Television, Video Games, Cell Phones and Other Consumer Electronics: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
  • Chapter Eating In, Dining Out - Highlights
  • Eating In, Dining Out
    • Youthful Metabolisms Energize Personal, Social Goals
      • Long-Term Health Issues a Distant Concern
      • On the Run Eating Enables Busy Lifestyles
      • Organic, Natural, Eco-Friendly Earn Points
      • Gourmet Tastes a Major Draw
        • Table "I Try to Eat Gourmet Food Whenever I Can": Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
      • Fun Tastes, Fun Textures Trump Health Concerns
      • Balanced Diet? Too Much Work
        • Table "I Try to Eat Healthy Food/Balanced Diet": Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
      • Exercise, Revving Metabolisms Compensate for Indulgence
      • Cooking for Fun
      • Kitchen Not Central to Existence
      • Dorm Living Can Pack On Pounds
        • Table Strongly Held Attitudes About Food and Nutrition: Gen Y College Students, 2008 (percent and index of U.S. adults age 18-29)
      • Busy Lives Preclude Regular Home Cooking
        • Table Selected Strongly Held Attitudes About Family/Home Life: Gen Y Singles, Marrieds and Parents, 2008 (index of U.S. adults age 18-29)
      • Mars, Venus Divided on Fast Food, Snacking, Cooking Preferences
        • Table Strongly Held Attitudes About Food and Nutrition: Gen Y Males vs. Gen Y Females, 2008 (index of U.S. adults age 18-29)
      • Hispanic Gen Yers Strong Believers in Organic, Natural, Fresh
        • Table Strongly Held Attitudes About Food and Nutrition: Hispanic Gen Y Adults, 2008 (percent and index of U.S. adults age 18-29)
      • Fattening Foods: No Problem
        • Table "There's Nothing Wrong with Indulging in Fattening Foods": Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
      • Fast Food Keeps the Lifestyle Wheels Greased
        • Table "Prefer Fast Food to Home Cooking": Gen Y Adults, 2008 (percent and index of U.S. adults age 18-29)
        • Table "Eating Fast Food Helps Me Stay in Budget": Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
      • McDonald's Brand Still Reigns Supreme
      • White Castle Rolls Out "What You Crave": Hip, Edgy and Digital
      • In Casual Dining, Relaxed, Inexpensive Socializing Is the Goal
      • Gas Prices Curtail Frequency of Dining Out
        • Table Percentage of Adults Age 18-28 Who Are Dining Out Less Frequently Because of Fluctuating Gas Prices: By Month, December 2007 - June 2008
      • Creative Urban Singles Find Wallet-Friendly Ways to Curb Hunger
      • Family Restaurants Provide Predictable, Inexpensive Options
      • TGI Friday's Emphasizes Grown-Up Socializing, Rewards Cards
      • Even In Groceries: Make It Cool, Eco-Friendly, Multi-Culti, Authentic
      • Gen Y Likely to Spend $150 or More Per Week on Groceries
      • Premium Edibles, Especially Organics, Fill Luxury Gap
        • Table "When Shopping for Food, I Look for Organic/Natural Products": Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
      • Socially Responsible Honest Tea "Gets Real"
      • Spiking Gas Prices Make Continued High Spending Uncertain
        • Table Percentage of Adults Age 18-28 Who Are Spending Less on Groceries Because of Fluctuating Gas Prices: By Month, December 2007 - June 2008
      • Novel Treats Still Lure Sophisticated Taste Buds
      • Rachel's Dairy Pushes "Wickedly Delicious" Yogurt
      • Even In Snacks, Gen Y Looks for Zing, Fun, Customization
        • Table Diet and Exercise Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
        • Table Diet and Exercise Patterns: Gen Y Adults by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
        • Table Food Shopping and Restaurant Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
        • Table Food Shopping and Restaurant Patterns: Gen Y Adults by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
  • Chapter Wellness, Work and Leisure - Highlights
  • Wellness, Work and Leisure
    • Wellness a Given Among Gen Yers
      • Wellness Represents a Marketing Bonanza
      • Today's Experiences Trump Worry About Tomorrow
      • Strong Undercurrent Intent on Keeping Youthful Appearance
      • Younger Gen Y Adults Especially Keen on Skincare
        • Table "I Am Willing to Spend What I Have To, To Look Younger": Highest Indexing Gen Y Adults, 2008 (percent and index of U.S. adults age 18-29)
      • Youth-Extending Skincare Equates with Pampering, Luxury
      • Hispanic Gen Y Adults Place Premium on Youthful Appearance
        • Table "It Is Important to Keep Young Looking": Selected Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)
      • Women of Color, Celebrity Role Models Connect with Authenticity, Personal Style
      • Garnier Trades on Sarah Jessica Parker's Feminist Cred
      • Gen Y Guys Also Willing to Spend on That Youthful Glow
        • Table "It Is Important to Be Attractive to the Opposite Sex: Selected High Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
      • Man Spas Offer High-Priced Pampering, Grooming
      • Skincare Feminism Ushers in Manly DIY Beauty Regimens
      • Male Species, Naturally Man Make Male Beauty "Natural"
      • Canadian 4VOO Pushes High-Performance Grooming
      • Wellness at Work: Nurturing the Whole Person
        • Table "I Like to Pursue Challenge, Novelty, Change": Selected High Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)
      • Recruiting Requires Authentic Investment in Gen Y Values
      • Mentorship, Flexibility, Company Values Can Trump High Salary
      • Health Insurance a Key Benefit for Young Employees
        • Table Health-Related Insurance: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
        • Table Health Care Coverage by Educational/Job Training Cohort: Gen Y Adults, 2008 (percent of adults age 18-29)
      • Gen Y Wellness Emphasizes Pampering Over Preventive Care
        • Table "I Have Regular Medical Check-Ups": Selected Low Index Gen Y Segments (percent and index of U.S. adults age 18-29)
      • Regular Exercise Helps Offset Blasé Approach to Health Care
        • Table Diet and Exercise Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
        • Table Exercise Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
      • Workplace Wellness a Win-Win for Gen Yers, Employers
        • Table "I Should Exercise More Than I Do": Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
        • Table Sports Participation in Last 12 Months: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
      • Echo Boomers Love to Include Their Parents
      • Know Your Niche, Be Authentic
      • Shopping Patterns Favor Electronics, Apparel
      • Trendy, Youth-Oriented Apparel Brands Index High
      • Abercrombie & Fitch: Lifestyle Brand Worships Beauty
      • Victoria's Secret "Pink" Campaign Plays Up College, Music, Green
      • Avid Gen Y Sports Enthusiasts Value Risk-Taking, Cool Stuff
        • Table "I Enjoy Taking Risks": Highest Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)
      • Do Risk-Takers Up-End Gen Y Reputation for Needing Structure, Guidance?
      • Action Sports a Major Niche, But Authenticity Stakes High
      • Mountain Dew Hammers Action Sports Tour
      • Creativity Valued in Gen Y Work and Leisure Spaces
      • Taste for Exotic, Creative Runs Strong in Drink Preferences
      • "Green Fairy" of Absinthe Piques Gen Y Curiosity
        • Table Leisure Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
        • Table Leisure Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
        • Table Travel Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
        • Table Travel Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
        • Table Shopping Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
        • Table Shopping Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)

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