Get the guide to who Shadow Millennials are and how they like to spend their disposable income.

The Millennial generation has received increased scrutiny as a truly wired generation. They’ve grown up with the internet in their schools and in their hands. They’re of acute interest to marketers, especially now, as they enter the work force and have discretionary income. A marketer’s hope is that if a brand can capture consumers as they first become independent spenders, these individuals will continue to be loyal as they become more affluent.

But there’s a subset of this group that is not on the radar screen of most marketers. These are non-college bound individuals, especially those in the first two years after high school graduation. Let’s call them the Shadow Millennials.

Shadow Millennials make up a significant percent of this age group. Of high school students graduating in 2005, 41.8 percent did not enter college. This represents nearly 1.7 million 18 and 19 year olds who are prime candidates for brand marketing.

The Shadow Millennials have been exposed to the same school conditions as college-bound students -- using the internet for entertainment and information. But they are now independent wage earners and decision makers with access to more personal money for products and services. They are sophisticated buyers, handling money independently.

The Shadow Millennials have different online interests, behaviors and buying habits from those with college experience. So how can the non-college bound generation be acquired online and brought out from the shadow of their peers?

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