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Who's in the Digital Generation and why do they matter?
The Digital Generation (Gen-D) is made up of technologically savvy consumers comfortable using all types of devices and apps. They’re open to trying nontraditional products that are fueled by technology. While Millennials and Generation X make up a large portion of this audience, Gen-D is more of a mindset. They’re having some very expected and unexpected impacts on our economy — and it’s a group that will increasingly dominate consumer spending for decades. FICO recently completed an extensive consumer research study that looks at Gen-D. This report covers data related specifically to the auto industry.