Trends about Generation Y

This study aims to identify trends regarding American consumers that are part of the Generation Y/Millennial population. The study is to provide insight into how Generation Yers shop, what their free-time activities are, how they patronize restaurants and movie theaters, and -- most important -- how they use digital media to stay abreat of the latest fashion trends, do research before visiting stores or making online purchases, compare prices and share their plans with friends.