Crack the YAYA Code
There is no system error. The YAYA demographic’s buggy form is not buggy at all. In fact, the bugs originate with users’ outdated beliefs and perceptions. No matter the glitches or bugs the user thinks they find in the YAYA system, these digitally-powered machines are worth decoding.


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The State of the YAYA is an annual, in-depth report compiled and written by MOJO Ad staff. The report is based on our national quantitative study. Each year, we help marketers understand and connect with YAYA consumers and their world. This report not only sheds light on who they are, it highlights their attitudes and behaviors on everything from snacking and relationships to news consumption and education. The YAYA demographic is a life stage, not a generation and it is often overlooked by marketers. With 31 million of them in the United States, the YAYA population commands $82.4 billion in buying power. They are about to decide whether to stick with the brands they have used their entire life, or split off in another direction. If marketers fail to identify them, they could lose them forever.