ConsumerScope - GenY Shapes Audio
By Todd Thibodeaux, VP, Market Research, Consumer Electronics Association
Audio manufacturers have had a tough time deciding where to place their marketing emphasis, shifting from grassroots efforts to find new customers to mining their existing relationships for all they are worth. Now enter a golden opportunity for the audio industryGeneration Y.
Generation Y is comprised of the 70 million people born between 1979 and 1994 that possess many characteristics distinguishing them from their Generation X and Baby Boomer predecessors. They are much more racially diversenearly 1 in 3 is not Caucasianand 25 percent live in a single parent household. From a marketing perspective, Gen Y is growing up in a super-media-saturated, brand-conscience world, making them more cynical and wary than older generations. But new research from eBrain finds the audio market being shaped by the tastes and preferences of Gen Y.