Businesses baffled by 'Generation Y'

14:31 28th July 2008

Businesses are struggling to keep up with the 'YouTube generation' who are now setting the technology agenda.

The so called Generation Y consists of 18 to 28 year olds who are leading the way in technology adoption, with research by Forrester revealing that 90 per cent own a PC and 82 per cent a mobile phone.

Forrester's 2008 North America Technographics Benchmark survey, which gathered data from over 6,000 consumers, disclosed that Generation Y is the most internet savvy group, spending more time online than watching television.

Charles Golvin, principal analyst at Forrester Research, indicated that Generation Y is the audience that companies are most struggling to understand.

In a 2008 survey by the recruitment consultancy FreshMinds Talent, it was found that Generation Y are generally more ambitious, brand-conscious and tend to move jobs more often than ever before.

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