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Hooked On Speed

Gen Y consumers want high-speed everything, and they're not slowing down any time soon. Is your Web site up to par?

This story appears in the October 2000 issue of Entrepreneurs Start-Ups magazine.

Faster than a speeding cable modem, more powerful than a 300 MHz computer, it's . . . it's . . . well, it had better be you if you're planning to lure the next wave of online consumers to your Web site. That demographic, dubbed Generation Y, includes recent college graduates and young twentysomethings distinguished from previous generations of netizens by their unprecedented demand for speed.

Fresh out of college dorms and other abodes that have been wired to the hilt with high-speed Internet connections, they'll accept nothing less than lightning-fast access to online information and media. "They're very much into speed. They were raised on it, so they expect it much more than [older] adults," says Ekaterina Walsh, an analyst with Forrester Research in Cambridge, Massachusetts.

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