Understanding Generation Y through Social Media

Last week, WOMMA hosted a webinar that discussed common interests and online behavioral trends among Generation Y–specifically people from the ages of 22-29, who they’ve dubbed as “Early Careerists.” Being a relatively recent college graduate and Early Careerist myself, I found some of their findings especially interesting. Below are a few findings that I found most compelling:

•Generation Y spends over 3 hours per day online

•Early Careerists are health conscious, as they have a more balanced lifestyle due to watching generations before them spending too much time at work. With that being said, some of the most popular conversation topics among Early Careerists include lifestyle topics, such as food and cooking, music, money, clothing, politics, religion and school

•Early Careerists use social media as an authentic extension of their personal relationships. They aren’t likely to befriend strangers online, or brands they aren’t fans of

•“Quarter-life crises” has hit this generation especially hard. Early Careerists have been reared on meeting and often exceeding expectations, but due to the down economy, their post-graduation experience has generally been clouded with concern and pessimism

•Value brands such as Ikea and Target are among the most discussed brands. In this economy, Early Careerists are especially focused on finding value and affordability
•Females tend to drive more conversations across the social web, as they like to share their finds and deals with their online networks

While some may interpret these findings as pessimistic, I see Early Careerists as social media-savvy, deal-seeking individuals that see the importance in balancing work and life. To me, that sounds like an educated consumer.

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