From the Sydney Morning Herald comes this look at Generation Y:
Cashed-up and brand-conscious, the net generation spend money on DVDs, mobile phones and iPods, and advertisers are bending over backwards to woo them.
Also known as Generation Y and born between 1979 and 1994, these technology-savvy youngsters wield considerable influence over a number of industries, according to business information analysts IBISWorld.
Advertisers and hi-tech manufacturers are desperate to win them over, but it is not an easy task.
IBISWorld's general manager (Australia) Jason Baker said the next 10 years belonged to the net generation, with their spending habits heavily influencing marketing budgets.
Net-genners spend money on DVDs, mobile phones, iPods, video games and all manner of hi-tech entertainment, but that's not all, Baker said.
"Raised in dual-income and single-parent families, this generation have already had considerable financial responsibility and they're heavily involved in family purchases, not just in the outlay of their own pocket money," he said.