Born between 1965 and 1981, Generation X is no longer the grungy, ripped-jeans kids Time magazine first described in 1990. Gen Xers are now in their peak years of product and service consumption, and they view electronic media as a primary tool for conducting research and accomplishing a vast array of every day tasks.
The Generation X report analyzes the attitudes and behaviors of the first generation to reach maturity sitting in front of computer screens while talking on mobile phones.
According to US Census Bureau statistics, 83.8 million people were in the 25-to-44-year-old Gen X age bracket as of July 2007. And, even to a greater degree than the baby boomers that preceded them, Generation Xers have embraced technology. For information on everything from parenting to consumer products, they go online. For them the Internet, along with mobile phones and PDAs, is a convenient way to shop, bank and network with peers.
Unfortunately, Gen X presents unprecedented challenges to marketers. The media they use is fragmented. They embrace a wider range of lifestyles than previous generations. And, weaned on MTV and cable television, they are largely immune to traditional advertising.
Key questions “Generation X” report answers:
How does Generation X’s Internet use differ from that of Generation Y’s?
What role do their diverse lifestyles play in how they use and react to media?
How have their high education levels and delayed parenting impacted their decision making?
How are marketers using social networking to reach this diverse, elusive group?
And many others…
eMarketer Reports—On Target and Up to Date
The Generation X report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
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