Generation Ys are those youngsters between 17 and 28 years old, the baby boomer progeny. At 60 million strong, they are the largest influential group on the American scene since the baby boomers. While not quite as large as the baby boomer group, they are nevertheless on target to increase in size and to soon rival it in buying power.

Around 75% of Generation Ys use the Internet on a regular basis, the familiarity with this medium no doubt initiated through primary and secondary teaching that demanded Web access as a necessity. The group's tendency to use this medium as its chief communication method should encourage marketers to create ways and means to reach its members.

Members of the Y Generation connect via email, social networking and video, and they especially like to send texts. Studies indicate many texts are sent by countless teenagers in any given month. Nearly all Generation Ys have cell phones. Text message campaigns, therefore, are something for marketers to include in their marketing plan, particularly as it is estimated that three-quarters of all text messages are sent by the Y Generation.

Marketing to the children of the baby boomers will not be easy. Boomer brands were not successful in attempting to target the smaller Generation X group, which had to be tolerated. Generation Y, however, is becoming vast enough to affect a boomer brand more significantly, simply by ignoring it. Competitive brands could also be launched to cause a greater upheaval. For success in advertising to this group, then, you will need to learn what makes it tick.

Members of Generation Y have grown up in an even more technologically advanced medium than the baby boomers and respond to advertising in a different way. In many cases they are resistant to the traditional marketing channels that appealed to older generations. The entrepreneurs that do manage to grab the attention of Generator Y consumers are finding them in places they are known to visit, for example, the Web, social networks, and cable TV.

When you consider the multitude of social networks online, only a few cater specifically for Generation Ys. Facebook and Twitter are very popular, although their popularity is associated with a number of groups. Others include: BrazenCareerist.com, 20somethings.ning.com, Unigo.com, myYearbook.com. Each of these networks caters for a variety of Generation Y needs.

Previous generations as well as marketers can learn a lot from these networks, to better understand who Generation Ys are and what they're about. They don't expect older generations to grasp everything about their lifestyle. They simply want understanding and respect.

To the online marketer, then, learn about the Generation Y motivators. Visit their social networks and acquaint yourself with them through reading what they are writing about. Your experience there will give you some knowledge on how to market to the needs of Generation Y.

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