The 18-24 year olds of this market are the consumers of tomorrows high-tech digital world. Wired teens
have grown up using computers, MP3 players, and other technology and have come of age in the prosperous 1990s. Often they are the earliest adopters of new technological trends like digital cash, online auctions and virtual shopping malls, bank and phone debit cards, web-browsing cell phones and PDA's, laptops and digital cameras. Over 35% of this age group will buy on-line this year, increasing to at least 50% by 2004. This group establishes their brand preferences at an early age, in everything from cosmetics to computers. Driving the digital revolution, Generation Y is worth cultivating now for their lifetime customer value.
