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I prefer to buy luxury brands I know and trust (96%)
I love wearing designer jewerly and watches (98%)
Looking stylish is important to feeling good about myself (93%).
I work hard, so I reward myself by splurging (92%)
I love to look at advertisements for luxury goods (92%)
What have Gen Y bought in the last six months?
65% bought an average of six pairs of shoes.
59% bought an average of two pairs of sunglasses
52% bought an average of seven purses or bags (including briefcases).
Major Differences between Baby Boomers, Gen X and Y. Context Baby Boomers Gen X Gen Y Economy Prosperity Downsizing economy Capitalism Rules Cohort Vietnam War Death of Socialism Rise of China and high technology Experience Cold War Economic reforms Iraq War, Global Warming Core values Idealistic, individuality Pessimistic, diversity Positive, globalisation Buying Habits Spend a lot, brand loyalty Very sceptical consumers Products with cool images are important
Effect of Generation X and Y on Media: Change in media habits Source: Shoebridge, AFR 30 Sept 2006 14-29 year old media habits 1998 2006 Those who watch two or more hours of commercial TV a day 64% 60% Those who read a newspaper 24% 16% Those who read two or more magazines over four to six weeks 55% 48% Those who listen to at least two hours of commercial radio a day 80% 73% Those who went to the movies at least once every three months 45% 33% Those who use the internet at least once a week 70% 65% Those who use the internet more than seven times a week 28% 75% Households with pay TV 7% 35%