Gen Y are intelligent consumers. Online marketing expert Kelly Mooney released findings at a National Retail Foundation conference showing that 13-21 year olds in the group influence 81% of their families apparel purchases and 52& of car choices. 82 million people are considered to be a a part of gen y. They are bigger than the baby boomer generation and have spending power and strong opionions at an earlier age. Peer recommendations are important to Gen Y. It is important to get friends involved with purchasing decisions. Another way peer recommendations are becoming the latest trend is through the form of viral marketing which is an important part of social media and marketing to Gen Y. Gen Y primarily watches TV from the web on their personal laptops or from their video capable cell phones. One of the most widely seen trends is how the news seems to find Gen Y, instead of the other way around. Just the other day I was at my internship and within minutes of news leaking of Mitt Romney's youtube videoit was all over facebook, twitter, and blogs. I wasn't even searching for the news and it had found me. Products and services are no longer searched; instead they will find Gen Y.