Generation Y the ‘Millennials’ will soon replace the baby boomers as the largest demographic in the workforce. Annually they spend over $200 billion and have a population that includes 71 million in the US alone. Marketing to this group has always been a bit of an enigma, but looking at the latest behavioral data from this group there are some very clear characteristics that stand out. The infograph below outlines some of the spending habits, mobile usage, purchase choices and personality mindsets that stood out to me during my research of this demographic which I also personally know very well since I am a part of it. Do you agree with the data in this chart or have any other observations that you have made? Please comment below!