Understanding Generation Y through Social Media

Oct 05

Understanding Generation Y through Social Media

by Christine Ngo
Category: Digital Influence

200286328-004

Last week, WOMMA hosted a webinar that discussed common interests and online behavioral trends among Generation Y–specifically people from the ages of 22-29, who they’ve dubbed as “Early Careerists.” Being a relatively recent college graduate and Early Careerist myself, I found some of their findings especially interesting. Below are a few findings that I found most compelling:

Generation Y spends over 3 hours per day online
Early Careerists are health conscious, as they have a more balanced lifestyle due to watching generations before them spending too much time at work. With that being said, some of the most popular conversation topics among Early Careerists include lifestyle topics, such as food and cooking, music, money, clothing, politics, religion and school
Early Careerists use social media as an authentic extension of their personal relationships. They aren’t likely to befriend strangers online, or brands they aren’t fans of
“Quarter-life crises” has hit this generation especially hard. Early Careerists have been reared on meeting and often exceeding expectations, but due to the down economy, their post-graduation experience has generally been clouded with concern and pessimism
Value brands such as Ikea and Target are among the most discussed brands. In this economy, Early Careerists are especially focused on finding value and affordability
Females tend to drive more conversations across the social web, as they like to share their finds and deals with their online networks

While some may interpret these findings as pessimistic, I see Early Careerists as social media-savvy, deal-seeking individuals that see the importance in balancing work and life. To me, that sounds like an educated consumer.

This entry was posted on Monday, October 5th, 2009 at 9:54 pm and is filed under Digital Influence. You can follow any responses to this entry through the RSS 2.0. You can leave a response, or trackback from your own site.

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TAGS: Tags: brands, consumers, Digital Influence, early careerists, generation y

30 Responses to “Understanding Generation Y through Social Media”

Brendan Says:
October 5th, 2009 at 9:57 pm
Great post
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Olga Says:
October 6th, 2009 at 6:38 pm
great post…thanks
Bret Bernhoft Says:
October 6th, 2009 at 6:57 pm
Good post, but it is important to remember that most of Generation Y is typically not entering their careers even still. Most of Generation Y, spanning from 12-30, is still in school. So this article only takes into consideration a small portion of the population that is Generation Y.
Ben Says:
October 7th, 2009 at 12:15 am
Great post, Christine!
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Isaiah Says:
November 27th, 2009 at 3:46 pm
Several good points about Generation Y. I didn’t realize that women drive marketing conversations online so much. Read my ebook about Generation Y for more related info about us: http://www.isaiahjanzen.com/2009/11/free-ebook-what-gen-y-wants-you-to-know.html
insurance woodland hills Says:
August 4th, 2010 at 10:55 pm
I think you hit the nail on the head on almost everything you said. We are healthier than previous generations, that is true, no more Mickey D’s, it’s all about the Farmer’s Market. My wife goes to Target 3 times a week, she and her friends can’t stay off facebook and they post everything about everyone’s lives in a public forum for all to see.

“Quarter Live Crisis”, ROFL, I never heard that one before, hysterical. But seriously, I think slowly but surely, we’ll get our job security back and not be worrying so much about our mortgage payments, that well be able to go hiking again and eat Granola with a clear head
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November 5th, 2010 at 1:23 am
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falak pema Says:
January 28th, 2011 at 11:07 am
L like the idea of more young female participation on line. Its sends good vibes to all parts of my body. Anyways, an intelligent independent gal is the best remedy to a rainy day as she has more to offer than just…bread n toast with…straw berry jam!
Car Insurance Says:
March 8th, 2011 at 9:05 pm
Nice post! I agree with this.
California Car Insurance Dude Says:
July 2nd, 2011 at 2:01 am
I think it’s a double edged sword. Young people are sharper, faster, and more technically adept than anyone ever before but have lost some groundedness that you get from growing up without having everything instantly available through your computer. It will be interested to see what happens.
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July 20th, 2011 at 3:38 pm
I hope early careerists will also see that building their own business (rather than falling into the endless job search cycles of many in Corporate America), will help define and distinguish them from previous generations. A little more entreprenuership and a little less big business mentality would be good for many reasons.
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