Habla Gen Y WACRAO Pamela Cox-Otto, Ph.D.

1. GEN Y Care? -Almost as large as Boomers 72 - 60 Million -They will be shaping attitudes for the next 30 years -They seem to be shaping their parents attitudesGEN Y Care? -Almost as large as Boomers 72 - 60 Million -They will be shaping attitudes for the next 30 years -They seem to be shaping their parents attitudes

2. Boomers: 72 MILLION XERS: 17 MILLION YERS: 60 MILLIONSBoomers: 72 MILLION XERS: 17 MILLION YERS: 60 MILLIONS

5. Wolberg & Pokrywczynski November 2002 TV- Years uses 17.8 hours a week 5 hours less than Parents Better educated- less TV more internet Newspapers ; 1/3 less likely than Boomers to read Only 7% of readership Radio: 40% more likely to listen than Xers Trust: TV and Magazines more than Radio BIG FINDINGS -TV is still very good Group think TV is VERY INFORMATIVE Not very informative really - -Direct Mail is surprisingly good -Billboards and Newspapers bad Characters withwhom Gen Y identifies -Film -TV Wolberg & Pokrywczynski November 2002 TV- Years uses 17.8 hours a week 5 hours less than Parents Better educated- less TV more internet Newspapers ; 1/3 less likely than Boomers to read Only 7% of readership Radio: 40% more likely to listen than Xers Trust: TV and Magazines more than Radio BIG FINDINGS -TV is still very good Group think TV is VERY INFORMATIVE Not very informative really - -Direct Mail is surprisingly good -Billboards and Newspapers bad Characters withwhom Gen Y identifies -Film -TV

6. Wolberg & Pokrywczynski November 2002 TV- Years uses 17.8 hours a week 5 hours less than Parents Better educated- less TV more internet Newspapers ; 1/3 less likely than Boomers to read Only 7% of readership Radio: 40% more likely to listen than Xers Trust: TV and Magazines more than Radio BIG FINDINGS -TV is still very good Group think TV is VERY INFORMATIVE Not very informative really - -Direct Mail is surprisingly good -Billboards and Newspapers bad Characters withwhom Gen Y identifies -Film -TV Wolberg & Pokrywczynski November 2002 TV- Years uses 17.8 hours a week 5 hours less than Parents Better educated- less TV more internet Newspapers ; 1/3 less likely than Boomers to read Only 7% of readership Radio: 40% more likely to listen than Xers Trust: TV and Magazines more than Radio BIG FINDINGS -TV is still very good Group think TV is VERY INFORMATIVE Not very informative really - -Direct Mail is surprisingly good -Billboards and Newspapers bad Characters withwhom Gen Y identifies -Film -TV

7. Boys Loyal to Sony, Nike,Nintendo Girls Loyal to Adidas, Gap Loyal in the 80% levels to shampoo, deodorant, toothpaste, soap, film Boys Loyal to Sony, Nike,Nintendo Girls Loyal to Adidas, Gap Loyal in the 80% levels to shampoo, deodorant, toothpaste, soap, film

16. Wolberg & Pokrywczynski November 2002 TV- Years uses 17.8 hours a week 5 hours less than Parents Better educated- less TV more internet Newspapers ; 1/3 less likely than Boomers to read Only 7% of readership Radio: 40% more likely to listen than Xers Trust: TV and Magazines more than Radio BIG FINDINGS -TV is still very good Group think TV is VERY INFORMATIVE Not very informative really - -Direct Mail is surprisingly good -Billboards and Newspapers bad Characters withwhom Gen Y identifies -Film -TV Wolberg & Pokrywczynski November 2002 TV- Years uses 17.8 hours a week 5 hours less than Parents Better educated- less TV more internet Newspapers ; 1/3 less likely than Boomers to read Only 7% of readership Radio: 40% more likely to listen than Xers Trust: TV and Magazines more than Radio BIG FINDINGS -TV is still very good Group think TV is VERY INFORMATIVE Not very informative really - -Direct Mail is surprisingly good -Billboards and Newspapers bad Characters withwhom Gen Y identifies -Film -TV