ASD/AMD Marketplace - Summer 2008 - (Page 53) Feature: Gen Y electronic equipment, airline tickets/ reservations, music downloads and tickets to events. As a domestic buying influence, the Nielsen Homescan Panel Game on! Xbox 360 commanded play during 28 days per month among 10-26 year olds, possibly due in part to the higher attach rate of the platform. Attach rate refers to the number of Also a factor in Millennial viewing: ABC’s Lost and Grey’s Anatomy and NBC’s Heroes, where, it turns out, the cheerleader has been saved. Media madness Consistent with American tradition, Gen Y is just as interested in cars and driving as their predecessors, although perhaps more likely to opt for a hybrid vehicle. In an effort to appeal to this wheel base, car companies spent more than $433.6 million on TV advertising targeting Millennials. Phone companies were a close second in ad expenditures, budgeting more than $410.4 million on targeted Gen Y commercials. Four in ten see new movies within the first 10 days of release “The typical Gen Y-er surfs the web an average of 22 times per month…” determined that U.S. households with at least one Gen Y member represent the third largest buying group, accounting for 37% of total dollars, 31% of total trips and 15% more dollars than the average U.S. household. During 2007, Gen Y households spent close to $1,600 in the dry grocery department alone. Peek in to a Gen Y household basket and you’re likely to find dry mixes, frozen pizzas/ snacks/ hors d’oeuvres, stationery/school supplies and shelf stable juices and drinks. games owned along with the system and assumes the greater number of games owned, the more the system is used. Other likely factors in the success of Xbox 360 are the strong library of games available (including Halo 3 released in the fourth quarter of 2007) and the large installed base of the platform (over 62% share of next generation console usage). In contrast, PlayStation 3 logged the highest number of usage days (21+) among the 27 and older crowd, likely appealing not only to video gamers, but to techconscious, Blue-ray early adopters. Wii lagged on usage days with the older demographic, possibly due to the fact that Wii video games tend to appeal to a younger crowd. Stoked to surf With snacks at the ready, the typical Gen Y-er hunkers down to surf the web an average of 22 times per month for more than 25 hours total, scanning an astonishing 1,426 web pages. Popular sites (Nielsen Online rank orders by unique audience percentage) include Bungie Studios, Code My Layout, Flirtingquiz. com, TinyPic.com, SparkNotes. com, Urfortunerevealed.com, Aeropostale.com, AOL RED, WhateverLife.com and Hollister Co. Content for these top-rated sites is a perfect reflection of eclectic Gen Y interests, ranging from gaming to free MySpace page layouts, from a flirting skills test to photo and video sharing, from study guides to fortune-telling. American idyll Where will you find Gen Y on Tuesday and Wednesday nights? Eyes glued to American Idol for the finalist performances, text voting for their favorite singers, blogging about each set and watching the results round. The Fox network owned eight of the 2007 top ten shows appealing to the 9–24 year old demographic, per Nielsen Media Research. Summer ‘08 53 http://WhateverLife.com
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.