A study being released at the National Retail Federation conference today shows that 13- to-21-year-olds influence 81 percent of their families' apparel purchases and 52 percent of car choices. In
fact, the study by online marketing expert Kelly Mooney claims that Generation Y--those born from 1982 to 2000--have more clout at the cash register than any previous generation. At 82 million people,
Gen Y is bigger than the baby boomer generation, and its members have spending power and strong opinions at an earlier age.
Slow Web sites, dismissive sales staff and free shipping that takes more
than two days will turn teens off to a brand, says Mooney, co-author of the book "The Ten Demandments: Rules to Live By in the Age of the Demanding Customer." Consumer psychologist Kit Yarrow says it
shouldn't be surprising that these young consumers have so much influence, because "Gen Y parents tend to be nonauthoritarian and value their friendships with their kids."
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