They are the Digital Millennials, a.k.a. Echo Boomers, Gen Y, the IM or Bling Generation, and very few facets of their lives are not technology-enhanced and technology-connected. For this generation, technological convergence seems to blur the lines between private and public, consumption and production, entertainment and education, socializing and creativity, shopping and self-actualization.

1. LOL
KHUF
POS

2. GEN Y
IM GENERATION
BLING GENERATION
GENERATION ME
ECHO BOOMERS

3. OUR APPROACH
» Studied 72 Millennials over an 8-week period:
one-on-one interviews, in-home video diaries,
online focus groups, eye tracking
» Incorporated quantitative data by
JupiterResearch, Harris Interactive, Forrester,
MTV, etc.
» Reviewed topical books: Millennials Rising,
Pop Culture, and Generation Me

4. OUR DIGITAL MILLENNIALS
» 14-24 years old
» Digital lifestyle focus
» 10 hours online/week
» 30 min mobile phone/day
» 6-10 text/IM day
» Social networking
» Distribution of age, race,
gender, spending and
geography