Generation Y

Definition of Generation Y
Generation Y, also known as The Millennial Generation, is a term used to describe the demographic cohort following Generation X. Its members are often referred to as "Millennials" or "Echo Boomers". There are no precise dates for when Generation Y starts and ends. Most commentators use dates from the early 1980s to early 1990s inclusive.

Our potential target market or ‘urban tribe’ is the small portion of generation y, born in the early 90s to an only child family with a high income.

Our urban tribe are still going to school in year 10-12 and since they came from a family with a high disposable income the only child is likely to be an early adopter to innovative product (such as PS3, Iphone) “They generally have no financial commitments, thus over 70% of their income is spent arbitrarily, with the majority going on entertainment, travel, and food”.

This spending might be driven by the teen wanting the best that is available to help maintain their position within their social group, and their parents help fund this, by wanting the very best for their kids.

AGE: 15-19 GENDER: Male

CLIQUE: Private school, sport group

LANGUAGE: This urban tribe has their own language especially connected to the rise of technology, language such as abbreviation used on computer or text message such as BRB, OMG and LOL.

SIMILARITY:
-They are very closely related with computerization and

on-line (internet) life.
-Self conscience of body image
-Supported by parents
-Similar style or brand of clothing wear

-Social network of friends