Why millennials rely on friends’ and online strangers’ advice
equally  February 13, 2012  The Generation Y conundrum
Millennials, also known as Generation Y were born roughly
between 1980 and 1995, and while various entities do not share a
consensus on the years that start and end the generation, a
consensus is forming around consumer behavior of millennials
which many outside of the generation have a difficult time
understanding, thus communicating with or marketing to this
demographic can be complicated.  The conundrum that has recently
been researched is the notion that millennials trust strangers
online as much as they trust recommendations and advice from
their friends or even family, and vice versa. Generations that
precede millennials often cannot connect to the idea that their
trusted advice is constantly questioned by millennials going to
Google or Yelp to second guess their answers – but keep reading,
that isn’t exactly what happens.  A new study by eMarketer
reveals that millennials very literally