The group is very comfortable shopping online. One-half of consumers under age 24 made an Internet purchase between April 2007 and February 2008, according to Nielsen Online. Among 13 to 21 year-olds alone, over $120 billion was spent in 2007.
The US Census Bureau says there are about 70 million Americans who fall into the Generation Y category. It is an ethnically diverse group: 60% white, 15% black (non-Hispanic), 18% Hispanic and 4% Asian. As a point of reference, baby boomers are 72% white, 11% black (non-Hispanic), 10% Hispanic and 4% Asian.
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