Marketing technology to Gen Y

Young consumers influenced by friends more than ads: Marketing technology product to Gen Y? Getting their ear may take some doing.

A new study shows this demographic is more receptive to word of mouth than advertising. Among respondents age 18 to 29, 44 percent said they were influenced by advertising, while 67 percent cited recommendations from friends as an influence (respondents could choose more than one option).

In contrast, 58.5 percent of boomers say that word of mouth or friends’ opinions influence their decisions to buy. In general, [Gen Y’ers are] bombarded and the only thing they can really trust is a friend evidenced in the growing popularity of online networking sites like Facebook and Twitter, which easily let consumers solicit opinions from a large group of people.

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