Generation Y is made up of people born between the years 1979 and 1994. There are over 60 million people in this group. That is roughly three times the number of people that are in the previous generation (Generation X) and it includes about 32 million people between the ages of 16 and 24. Generation Y is basically made up of the sons and daughters of the baby boomers and is the biggest generation since them. There were about 78 million baby boomers between the ages of 39 and 57 in 2003. By the year 2010, Generation Y will compromise about 29% of the adult population (people over the age of 18).
             Some important characteristics of Generation Y are that they are racially diverse and grew up in different types of households than their parents and grandparents. About 6.8 million people describe themselves as being more than one race, of this group, 42% are under the age of 18. 1 out of 3 (33%) people in Generation Y are not Caucasian, 1 out of 4 (25%) of this group live in a single parent household, and 3 out of 4 (75%) have working mothers.
             As for the media environment that they grew up in, they have basically been bombarded with media their whole life. They grew up in a time of over 200 cable networks, 5,500 consumer magazines, 10,500 radio stations, and over 30 million websites. This craziness of fractured media is probably overwhelming for other groups, but Generation Y is very media savvy and actually feels empowered by it.
             Generation Y was also the first generation to be born into a time period of such advanced technology. The generations before them did not always have CD and DVD players, cell phones, computers, or online access at their fingertips. However, this generation takes these technologies for granted and probably couldn't imagine their everyday activities without them because unlike the previous generations, they have always had access to these.
             One of the most important technologies that is ...