Leo Dardashti is the president and CEO of Atlantic, Inc.

A huge potential for mega growth is here today and it's sustainable. Generation Y is expected to surpass Baby Boomers in retail spending by 2015. This group consists of 113 million consumers who will spend an estimated $629 billion this year. They include singles, young professionals, young married couples and young families 21 to 44 years old.

 By 2015 Gen Y will have more spending power than any other generation before it and will make up half the American workforce. Not only do they influence up to 50 percent of the $6.5 trillion in U.S. consumer spending, their opinions drive their parent's and other family member purchases. To profit from this knowledge, you must understand what drives their purchasing decisions.

Every year Forrester Research conducts its North American Consumer Technology Adoption Study Benchmark Survey, the 2006 version of which, it just released. This survey of 66,707 US and Canadian households looks at how consumers use technology and how that has altered over the past few years. Not surprisingly, broadband Internet and portable electronics are gaining strength and more and more consumers are looking to the Web for shopping. Some findings from the study: Forty-one percent of North American households now have broadband Internet access at home -- up from 29 percent at the end of 2004. Seventy-five percent of North American households have mobile phones, and almost

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 industry—Generation 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 diverse—nearly 1 in 3 is not Caucasian—and 25 percent live in a single parent household. From a marketing perspective, Gen Y is

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