There are several companies that have generation Y as their target market. For examples, Thomas Cooks 18-30s, Asos and NUS extra and they need to adapt their digital marketing strategies because of the below factors: Generation Y’s online consumer behaviour has an impact on how companies can digitally market towards them. (Lange, 2014) discusses how millennials have an innate need to be accepted by their peer group both offline and online and this drives why the act the way they do – especially on social media. 18-34 year olds spend 3.8 hours per day on social media including facebook, snapchat and instagram (Marketing Charts, 2013) and companies should take advantage of this in an innovative way to increase positive brand associations. Nike did this particularly well by creating an app that focusses on the dreams of aspiring sports stars to get noticed and accepted and their use of social media (Moreton Bay Digital Enterprise, 2014).nike Generation Y’s access to technology has allowed them to be leaps and bounds ahead of older consumer in terms of their knowledge and usability (Lange, 2014). This means that they are a lot more receptive to innovative and interactive digital marketing methods. In the same breath, they are willing to experiment with new products and this makes them a lucrative brand to target. A project by 303 entitled the ‘ME project’ allowed users to take photos of things that interest them, upload onto an interactive platform and 303 would attempt to come up with a plan for the future that interested them (Moreton Bay Digital Enterprise, 2014).