the following article:
http://www.cbsnews.com/stories/2004/10/01/60minutes/main646890.shtml

makes the claim:
"They are the most sophisticated generation ever when it comes to
media. They create their own Web sites, make their own CDs and DVDs,
and are cynical of packaged messages. They take their cues from each
other."

it goes on to talk about how the marketing folks enlist the help of
this generation to keep an eye on their tastes:

"Buckingham employs the services of some 1500 young people scattered
around the country, and relies on their regular reports on what's hot
and what's not to keep her and her clients ahead of the latest
trends."

so, i'm curious, how would i go about researching how much is spent
each year in the u.s. on gathering marketing data of what's hot and what's not
in media tastes of this generation?