2004 Youth Study

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The SEMA Youth Study concerns what a variety of data tells us about the Gen Y band and specialty equipment activity. Gen Y consumers born 1977-1995 represent a market influx of over 70 million consumers; Gen Y has a high minority population of 34% versus the 27% in the general population. Gen Y is an elusive consumer to market to; they communicate through and interact in many dimensions; but 93 percent utilize the Internet for vehicle searches when considering purchasing versus the 62 percent of general population; 1 in 3 Gen Y would consider purchasing a vehicle over the internet86 percent of men and 53 percent of Gen Y Lifestyles respondents have personalized or modified their vehicle, 11 percent of total Gen Y respondents which have spent over $10,000 to do so.

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