Comprising 30% of global internet users, Generation X, aged between 37 and 55, includes individuals born from 1964 to 1982. Unfortunately, they often face mischaracterization, mistakenly attributed to millennial and baby boomer traits.
Labeled as busy professionals, this generation, with significant spending power and family-oriented values, witnessed the technological revolution with the advent of 0G cell phones, MTV, and the internet. Our data challenges misconceptions about their online habits, providing insights to effectively target them.
Social Media Engagement
Despite entering the social media scene later, Gen X is rapidly catching up with millennials and Gen Z. On average, they spend just over 2 hours daily, with those in MEA and LatAm being the heaviest users. While Facebook remains popular, Instagram and Snapchat memberships have almost doubled since 2015. Gen X’s social media time is rising due to a reluctance to embrace digital detox, unlike younger generations. They use social media actively for socializing, feeling closer to people, and staying connected.
Shift to Digital Media
Embracing new media, Gen X has shifted from spending almost 4 hours daily on PCs/laptops in 2015 to around 3 hours and 18 minutes, aligning with Gen Z. Smartphone usage has increased, with Gen X spending approximately 2 hours and 45 minutes daily. They spend more time on smartphones than PCs, indicating a departure from traditional media. Gen Xers still watch over 2 hours of linear TV daily, providing opportunities for brand discovery and advocacy.
Contrary to stereotypes, Gen X is not technophobic. Over 60% claim to be constantly connected online, showcasing engagement with new technology. They are early adopters of social media and online shopping. Gen Xers have a general interest in technology, with 45% expressing the importance of having the latest tech products. Their readiness to embrace smart home products, especially smart speakers, reflects a willingness to incorporate technology into daily life.
As pioneers of mobile phones and PCs, Gen X is comfortable using both devices. Smartphones are the go-to globally, but Gen X still spends more time on PCs/laptops for online activities. With roots in the era of home computers, they prefer computers for commerce-related tasks, including product searches and online purchases. A multi-device approach is essential when targeting this diverse generation.
Gen X, often overlooked in discussions dominated by millennials and Gen Z, presents a lucrative demographic. Understanding their nuanced online behaviors and preferences is key to successful engagement. Gen X’s social mindset, diverse methods of interaction, and tech adoption make them a valuable audience for brands willing to explore beyond generational stereotypes.