Generation Y values and lifestyle segments

  • Valentine D
  • Powers T
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Abstract

Some might ask: What is a millennial? The short answer is "the American teens and twenty-somethings who are making the passage into adulthood at the start of a new millennium." The Pew Research Center first started looking at this group in 2006, and this 149-page report released in February 2010 was edited by Paul Taylor and Scott Keeter. The report notes that the millennials are more ethnically and racially diverse than older adults, and that they are less religious and on track to become "the most educated generation in American history." On this site, visitors will find the complete nine-chapter report, along with the survey methodology and appendices. Visitors can also read an executive summary of the report here, view video from the Pew Research Center regarding the report, and also take a short quiz on millennials.

Author-supplied keywords

  • Generation Y
  • Market segments
  • Media habits
  • VALS

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Authors

  • Dawn B. Valentine

  • Thomas L. Powers

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