Born between 1964 and 1982, Generation X is an oft-forgotten group. Discerning brands, however, understand the opportunity at hand with this generation. Though smaller in size than its Millennial successors, Gen X is in a better position to be the biggest spenders in the next decade or so. In fact, a quarter of them reside in the top 25% income bracket, making it a big mistake to ignore them altogether. Here, we take a look at their behavior in the digital world to understand how to best reach them.
Here are four things you need to know about Generation X:
Count Devices Among Their Vices
Average time spent on devices per day:
What devices does the average Gen X own?
40% Smart TV
21% Gaming Console
How They Discover Their Brands
39% search engines
38% ads seen on TV
33% word-of-mouth recommendations
26% brand/product websites
25% ads seen online
24% seen on social media
Though only 19% of Gen X consumers discover brands through ads heard on the radio, they are 39% more likely than other generations to do so.
They Do Their Research
55% search engine
37% consumer reviews
34% social networks
34% brand sites
31% price comparison
Experiential marketing can help close the gap with Gen X consumers who want to try before they buy by allowing them to see, feel, and experience your products for themselves.
Purchase and Loyalty
What motivates them to purchase?
58% free delivery
43% coupons and discounts
35% reviews from customers
What makes them motivated to promote their favorite brands?
48% high-quality products
33% great customer service
30% relevant to my interests
29% love for the brand
Is your brand looking to connect with Gen X consumers? Contact us today to learn how our suite of experiential-led services can help you build brand awareness, encourage product trial, and earn lifelong loyalists.