Generation Y new vehicle shoppers in the U.S. are more likely than the previous generations to consider purchasing a Chinese or Indian branded vehicle and are more willing to accept hybrid powertrains and are more interested in the latest entertainment technology in their vehicles.

Growing up with continuously evolving technology and electronics has given Generation Y a unique ability to adapt easily to change, a willingness to accept new brands, and an expectation that their vehicle provide the best of what is available.

Also, despite popular belief, Generation Y are not really interested in compact cars. Instead, over half of Generation Y is considering buying a mid-size car or a midsize crossover SUV.

Willing to embrace new brands, new technology and alternative powertrains, Generation Y will redefine the automotive market.

Generation Y is more likely than older generations to own portable electronics, more likely to research their vehicle options on the Internet, and an astonishing 29% more likely to frequently multi-task while driving.

Despite popular belief, Generation Y is not a Compact Car generation. Over half of Generation Y is considering purchasing a mid-size car, mid-size crossover SUVs are high on their list as well. They expect that technology will improve fuel economy and environmental friendliness and allow them to purchase a vehicle that is sized to meet their personal needs.

Generation Y Opportunity is conducted annually to determine who Generation Y buyers are and what they want from their future cars, including size, engine, transmission and attributes like entertainment features, luxury features, in-vehicle communications and comfort and convenience features.