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Gen X in the U.S.

It’s no wonder marketers are shaking their heads over how to position their products and services to the elusive yet surprisingly powerful cohort we have come to know as Generation X. Sandwiched between baby boomers on the one hand and Generation Y, or the 24-and-under set, on the other, these scrappy, fiercely independent adults, born between the years 1965 and 1980, have shaken off the slacker stereotype of old. Now in their mid-20s to late 30s, 55 million GenXers are vigorously taking up the mantle of financial and familial responsibility, yet they continue to question authority, prize individuality, and believe that “nobody will take care of me but me.” Still smarting from the wave of divorce and downsizing that characterized their formative years, GenXers put a high premium on quality of life. Single or married, administrator or entrepreneur, those in this cohort tend to value leisure and family activities over a fat paycheck; they’ll tend to quit a job rather than suffer boredom or, worse, too few vacation days. Style-conscious but seldom affluent, these former latchkey kids maintain their inherent suspicion of marketing and media campaigns even as they embrace products and services that answer their iconoclastic, resolutely youthful tastes and needs.

To help make sense of this passionate yet often paradoxical segment, Packaged Facts presents Generation X in the United States, a groundbreaking examination of the attitudes, preferences, and shopping behaviors of Generation X. Drawing on uniquely cross-tabulated Simmons Market Research Bureau survey data, along with government and private sector data sources, this report explores the many drivers of Generation X behavior, from their early disillusionment with cultural icons to their ongoing preoccupation with the Internet and its seemingly infinite ability to simplify, streamline, and enrich the activities and relationships of their daily lives. The report emphasizes GenXers’ cultural and ethnic diversity, and suggests that thorough research, even down to household characteristics, is vital to constructing advertising messages that are relevant to the extremely wide variety of GenX subsegments. Emerging campaigns are examined in terms of how they answer or anticipate GenX demands for authenticity, customization, and convenience; and special attention is paid to the role of blogs, viral advertising, and social networking in GenX perceptions of the marketplace.

Following an overview of GenX attitudes and spending trends are six focus chapters covering the following market categories:

  • GenX Demographics, an introduction to the disconnect between stereotypes occasioned by the GenX moniker and the actual diversity of these post-baby boom individualists; ethnicity, gender, education; employment and entrepreneurship; income, geographical region, and individual and parental values are key to targeting the numerous subsegments within this relatively small population.
  • GenX Lifestyles, an examination of the interests, career goals, and relationships of people age 25-39; their tendency to stay single longer than previous generations; their integration of technology into business and personal pursuits; and how their tastes and preferences sometimes overlap with both baby boomers and GenY.
  • GenX Foods and Beverages, an analysis of how globalization, ethnic diversity, and visual style influence the food and beverage choices of the cohort; their expectations of fast, convenient, international foods; their delight in wines, new drinks, cool labels, and edgy design.
  • GenX Media and Technology, a review of the widespread impact of Internet and digital technologies on virtually every aspect of GenXers’ daily lives, from relationships and employment to shopping, travel, finances, and entertainment; attitudes about the convergence of text, voice, wireless, MP3, camera, cable, video, and other emerging applications.
  • GenX Travel and Transportation, a look at increasingly experience-oriented travel and vacations for individuals, couples, groups, and families; an examination of preferences regarding automobile purchase, including style, fuel economy, and other features.
  • GenX Home Buying and Personal Finance, a breakdown of traits and attitudes regarding home buying, design, and furnishing options GenXers consider as they weigh family, entertainment, and lifestyle requirements; an overview of the personal banking and financial habits of the cohort, as they begin to plan for the long term.

Report Methodology
The information in Generation X in the U.S. is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in Gen X market research. The report features unique analysis based on the Simmons Market Research Bureau Fall 2005 National Consumer Survey. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature, and Gex X-oriented blogs.

How You Will Benefit from this Report
If your company is interested in understanding and reaching the boomer market, you will find this report invaluable, as it provides a comprehensive package of information and insight about Generation X not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the Gen X population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for products of interest to Gen Xers.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the Gen X population.
  • Advertising agencies to develop messages and images that compel Gen Xers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


Chapter 1: Executive Summary

  • Scope and Methodology
    • Scope of Report
    • Report Methodology

  • Demographics
    • Gen X by the Age Span
    • Gen X by the Numbers: A Diverse Cohort
    • Figure 1-1: Share of Generation X Population by Race/Ethnicity, 2005 (U.S. adults age 25-39)
    • Gen X Values Relationships, Family Ties
    • Gen X Insists on Work-Life Balance
    • Raising Children Occupies Lots of Creative Time

  • Gen X Lifestyles
    • Alternative Enters Mainstream: Separating Today’s Xer from Yesterday’s Slacker
    • Diverse Cohort Comprises Many Segments: Customer-centric Marketing Requires Keen Analysis
    • The Internet: Not Just Part of a Gen X Lifestyle, It’s a Gen X Way of Life

  • Foods and Beverages
    • Make it QUICK! Make it DELICIOUS! Make it ABOUT ME!
    • Xers Up the Aesthetic Ante: Extra Points for Inventive Presentation
    • Health Foods: A “Natural” Preference or a Medical Back-Up Plan?

  • Media and Technology
    • Internet = Integral
    • Internet Searches for Information, Products, Services Are Second Nature
    • Many Gen Xers Say Internet Is Prime Source of Entertainment
    • Online Job Searches Replace Antiquated Pavement Pounding
    • Social Networking: Personal Media Gets Up Close and Virtual

  • Travel and Transportation
    • Gen Xers Outpace Boomers in Per Capita Travel Spending
    • A Passion for International Travel, Quick Booking, New Experiences
    • As in Other Pursuits, Gen Xers Prize Variety of Experience
    • Gen Xers in the Sky: Continental and Jet Blue Capture Market Share
    • Boutique Hotels at Discount Rates: Another Gen X Passion

  • Personal Finance and Home Furnishing
    • Gen Xers Expect to Fund Their Own Retirements
    • Financial Vicissitudes Spread Xers Thin
    • Education Loans Particularly Burdensome
    • Gen X Favors Low-Cost Car Insurance, Progressive, Geico
    • Gen X Likes AmEx: Blue and Corporate
    • Figure 1-2: Usage Rates for American Express Blue and American Express Corporate Cards: Adults Overall, Generation X, and Baby Boomers, 2005 (percent)

Chapter 2: Demographics

  • A Moving Target
  • Gen X by the Age Span
  • Gen X Overlaps with Older, Younger Generations
  • Attempts to Pigeonhole Gen Xers Backfire
  • Gen X by the Numbers: A Diverse Cohort
  • Figure 2-1: Share of Generation X Population by Race/Ethnicity, 2005 (U.S. adults age 25-39)
  • Gen X by Geography: Regional Spreads
  • Gen X Values Relationships, Family Ties
  • Figure 2-2: Opinions About Family and Friends: Generation X vs. All U.S. Adults, 2005 (U.S. adults)
  • Slacker Stereotype Distinctly Outmoded
  • “Overeducated” Ain’t Necessarily So
  • Diversity of Gender, Ethnicity, Race Reflected in Educational Levels
  • Personal Interest Trumps Diplomas, Income
  • Job-Hopping Helps Gen Xers Pursue Their Personal Goals
  • Gen X Insists on Work-Life Balance
  • Figure 2-3: Opinions About Work and Career: Generation X vs. All U.S. Adults, 2005 (U.S. adults)
  • Raising Children Occupies Lots of Creative Time
  • Advice to Marketers: Know Your Gen Xer
  • Identify and Engage Numerous Gen X Segments
  • Collaborate with Xers Through Online & Mobile Programs
  • Keep It Real
  • Table 2-1: Overview of Generation X Demographics, 2005 (U.S. adults age 25-39)
  • Table 2-2: Overview of Generation X Demographics: Men, 2005 (U.S. adults age 25-39)
  • Table 2-3: Overview of Generation X Demographics: Women, 2005 (U.S. adults age 25-39)
  • Table 2-4: Overview of Generation X Demographics: Non-Hispanic Whites, 2005 (U.S. adults age 25-39)
  • Table 2-5: Overview of Generation X Demographics: Hispanic Americans, 2005 (U.S. adults age 25-39)
  • Table 2-6: Overview of Generation X Demographics: African Americans, 2005 (U.S. adults age 25-39)
  • Table 2-7: Selected General Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
Chapter 3: Gen X Lifestyles
  • Alternative Enters Mainstream: Separating Today’s Xer from Yesterday’s Slacker
  • Blame It on the Boomers—They’re the Original Generation X
  • Diverse Cohort Comprises Many Segments: Customer-centric Marketing Requires Keen Analysis
  • The Internet: Not Just Part of a Gen X Lifestyle, It’s a Gen X Way of Life
  • Figure 3-1: “Use Internet To Help Plan Shopping Trips”: Generation X vs. All U.S. Adults, 2005 (U.S. adults)
  • Across Ethnicities, Gen Xers Use Internet to Research, Critique Products
  • Gen X Campaigns Should Personalize Their Approach
  • Staying Single Longer: Lifestyle Choice, or the Luck of the Draw?
  • Gen Xercise: Building Relationships Along with Muscle Tone
  • Figure 3-2: Selected High Gen X Indexes for Exercise-Related Behaviors and Opinions, 2005 (U.S. adults age 25-39)
  • Married or Single, Gen Xers Pursue Their Own Interests
  • “I’m Not a Princess. I Just Want What I Want.”
  • Off-Line Flirting: What a Concept!
  • For Xers, Being Single Is an Investment
  • Single Parents and Domestic Partners: Gen X Focus Remains on Quality Relationships
  • Single Moms Often Single by Choice
  • Gay and Lesbian Parents Join the Mainstream
  • Gen X Parents: With the Right Attitude, Even Drool Can Be Cool
  • Figure 3-3: “A Woman’s Place Is In The Home”: Generation X vs. Total U.S., Gen Y, and Boomers, 2005 (U.S. adults without children in the household)
  • Well-to-Do Xers Model Passion, Fashion for Their Kids
  • Parents of More Modest Means Demand the Best for Kids
  • Moms and Dads Connect the Dots Between Values, Shopping Strategies, and Creative Play
  • Title Nine Sportswear: Marketing to a Passion
  • Table 3-1: Selected Lifestyle Statements: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 3-2: Selected Lifestyle Statements Among Women: Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult women)
  • Table 3-3: Selected Lifestyle Statements Among Men: Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult men)
  • Table 3-4: Selected Lifestyle Statements Among Non-Hispanic Whites: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult non-Hispanic Whites)
  • Table 3-5: Selected Lifestyle Statements Among Hispanic Americans: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (Hispanic American adults)
  • Table 3-6: Selected Lifestyle Statements Among African Americans: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (African-American adults)
  • Table 3-7: Selected Lifestyle Statements Among Asian Americans: Adults Overall, Generation X, and Baby Boomers, 2005 (Asian- American adults)
  • Table 3-8: Selected Health-, and Exercise-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 3-9: Selected Lifestyle Statements Among Single (Never Married) Adults: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. single adults)
  • Table 3-10¨ Selected Lifestyle Statements Among Adults Without Children: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults without children in the household)
  • Table 3-11: Selected Lifestyle Statements Among Adults With Children: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults with children in the household)

Chapter 4: Foods and Beverages

  • Make it QUICK! Make it DELICIOUS! Make it ABOUT ME!
  • Figure 4-1: High Gen X Indexes for Selected Diet-Related Behaviors and Opinions, 2005 (U.S. adults age 25-39)
  • Xers Up the Aesthetic Ante: Extra Points for Inventive Presentation
  • Health Foods: A “Natural” Preference or a Medical Back-Up Plan?
  • With Gen X, Everybody’s an Online Food Critic
  • From Organic Moms to Cuban Mojo, Websites and Blogs Emphasize Culture, Philosophy Around Foods
  • From Oysters to Asparagus: Website Emphasizes the Passionate Approach
  • On Meal Occasions, Gen X Wavers Between Adventurous and Jaded
  • Boomers vs. Gen X: Agendas Differ, But Both Value Convenience, Quality, Efficiency
  • No Time to Cook and Eat Healthy, Or No Inclination?
  • Figure 4-2: High Gen X Indexes for Agreement With Statement: I Don’t Have Time to Prepare/Eat Healthy Meals, 2005 (U.S. adults age 25-39)
  • Retail Rants: Should Marketers Worry When Bloggers Broadcast Unhappy Experiences?
  • Marketing Experts Recommend Monitoring Blogs
  • Other Experts Find Blogosphere Uninformative: Stress Point-of-Contact for Monitoring Consumer Needs
  • Online Grocery Shopping Gaining Ground with Gen X
  • Peapod Delivery Alleviates Urban Stress
  • FreshDirect Links New Recipes with Online Delivery
  • Princely Offerings at Pauper Prices: Gen X Expects Food and Beverage Options of Premium Quality, Low Expense
  • Chipotle Mexican Grill: Fast Casual Food with Integrity
  • Natural Products Spread the Health
  • Hip Ads Balance Honesty, Humor
  • Generation X: We Love Our Beverages
  • Figure 4-3: High Gen X Indexes for Agreement With Statement: I Like To Try New Drinks, 2005 (U.S. adults age 25-39)
  • Coffee Houses Promote Social Networking
  • Safe Haven for Parents, Kids, Sparking Singles
  • Weddings Play Up Fancy Drinks: Coffee Is Frothy, But Liquor Is Hipper
  • Mothers’ Little Helper: Gen X Moms Connect Over Cocktails
  • Gen X Kindles Its Passion for Wine
  • Wine Losing Elitist Taint as Selection Widens, Prices Drop
  • Eye-Catching Labels, Catchy Titles Increase Anti-Snob Appeal
  • Passion for Wine Inspires Gen X Marketers, Retailers, Growers
  • Experiential Marketing, Lifestyle Aspects Increase Wine’s Gen X Appeal
  • Wine Clubs Represent “Ultimate Marketing Machine”
  • Successful Campaigns Combine Honesty, Iconoclasm, “Underground” Appeal
  • Blatant Capitalism: We’re Just That Cool
  • M-5: Coke Jumps on the Global Brandwagon
  • Underground Appeal: Are You Cool Enough to Be in Our Loop?
  • Smirnoff’s “Tea Partay”: Viral Success or Half-Cocked Gambit?
  • Support Viral Campaigns with Solid, Accessible, Information
  • Table 4-1: Selected Diet-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 4-2: Generation X Traits Favoring Agreement With Statement: Am Usually the First to Try New Health Foods, 2005 (U.S. adults age 25-39)
  • Table 4-3: Generation X Traits Favoring Being Vegetarian, 2005 (U.S. adults age 25-39)
  • Table 4-4: Generation X Traits Favoring Agreement With Statement: I Don’t Have Time to Prepare/Eat Healthy Meals, 2005 (U.S. adults age 25-39)
  • Table 4-5: Generation X Traits Favoring Agreement With Statement: Fast Food Fits My Busy Lifestyle, 2005 (U.S. adults age 25-39)
  • Table 4-6: Generation X Traits Favoring Agreement With Statement: I Like to Try New Drinks, 2005 (U.S. adults age 25-39)

Chapter 5: Media and Technology

  • Internet = Integral
  • Internet Searches for Information, Products, Services Are Second Nature
  • Many Gen Xers Say Internet Is Prime Source of Entertainment
  • Figure 5-1: High Gen X Indexes for Agreement With Statement: The Internet Is the Prime Source of My Entertainment, 2005 (U.S. adults age 25-39)
  • Xers Seek to Balance Work and Free Time
  • Online Job Searches Replace Antiquated Pavement Pounding
  • Formula for Online Job Search: Advanced Reading Skills + School Loans Coming Due
  • Social Networking: Personal Media Gets Up Close and Virtual
  • Figure 5-2: High Gen X Indexes for Agreement With Statement: The Internet Is a New Way I Socialize and Meet Others, 2005 (U.S. adults age 25-39)
  • Successful Sites Collaborate with Users
  • Personal Networking Sites Balk at Brand Advertising
  • Creating Buzz Via Consumer Generated Media
  • Chevrolet Does CGM Right This Time
  • Chevy Contest Features Tight Focus, Trust
  • Exploiting CGM Honestly: Paradox or Contradition?
  • For Gen Xers, Email Advertising Offers Opt-In, Personalized Service
  • Openness to Email Advertising Increases with Household Income
  • Gen X Prefers Messages Tailored to the Household Level
  • Don’t Underestimate the Power of Paper
  • Snail Mail Still Holds Gen X Interest
  • Digital Cameras, Images, Software Offer Versatility in Preserving Memories
  • Gen X Women, Moms Drive Digital Photo Market
  • For Printing Photos, Gen X Moms Like Online, Kiosk, and Camera Shop Capabilities
  • Magazines with Real Pages Still Capture Gen X Imagination
  • Gen X Men: Girls, Booze, Cars All Play Well in Men’s Magazines
  • Gen X Moms: Parenting Magazines Build Confidence
  • Electronics Capture Gen X Attention, Dollars
  • Downloadable Music Enhances the Gen Xperience
  • Figure 5-3: High Gen X Indexes for Ownership of Portable Digital Music MP3 Player, 2005 (U.S. adults age 25-39)
  • Intergenerational Musical Tastes Strengthen “Holistic” Branding Experience
  • Cell Phone, MP3 Technologies Converge with Cable, Video, Internet
  • Verizon Chocolate and Bud.tv: The Ultimate in Multi-Functionality (At Least for Now)
  • Table 5-1: Selected Technology, Media, and Entertainment Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 5-2: Generation X Traits Favoring Agreement With Statement: The Internet Is the Prime Source of My Entertainment, 2005 (U.S. adults age 25-39)
  • Table 5-3: Generation X Traits Favoring Online Employment Search in Last 30 Days, 2005 (U.S. adults age 25-39)
  • Table 5-4: Generation X Traits Favoring Agreement With Statement: The Internet Is a New Way I Socialize and Meet Others, 2005 (U.S. adults age 25-39)
  • Table 5-5: Generation X Traits Favoring Agreement With Statement: Like to Hear About Products and Services by Email, 2005 (U.S. adults age 25-39)
  • Table 5-6: Generation X Traits Favoring Use of Online Digital Imaging/Photo Album Software in Last 30 Days, 2005 (U.S. adult women age 25-39)
  • Table 5-7: Generation X Traits Favoring Reading of Men’s Magazines, 2005 (U.S. adult men age 25-39)
  • Table 5-8: Generation X Traits Favoring Reading of Child-Rearing/Parenthood Magazines, 2005 (U.S. adult women age 25-39)
  • Table 5-9: Generation X Traits Favoring Agreement With Statement: Will Pay Anything for Electronic Products I Want, 2005 (U.S. adult men age 25-39)
  • Table 5-10: Generation X Traits Favoring Ownership of Portable Digital Music MP3 Player, 2005 (U.S. adults age 25-39)
  • Table 5-11: Generation X Traits Favoring Use of Cellular/Wireless Phone Service with Text Messaging, 2005 (U.S. adults age 25-39)

Chapter 6: Travel and Transportation

  • Gen Xers Outpace Boomers in Per Capita Travel Spending
  • A Passion for International Travel, Quick Booking, New Experiences
  • Education, Life Changes Fuel Desire to Travel Abroad
  • Figure 6-1: Selected High Gen X Indexes for Agreement With Statement: I Love The Idea of Traveling Abroad, 2005 (U.S. adults age 25-39)
  • As in Other Pursuits, Gen Xers Prize Variety of Experience
  • Gen Xperience: The Quest for Authenticity
  • Adventure Travel Suits Casual, Community-Oriented Spirit
  • Sustainable Tourism, Ecotourism Help Preserve Natural Habitats
  • Gen Xers’ Adventurous Spirit Keeps Them Open to New Companies
  • Internet Booking Key to Gen X Travel Market
  • For Gen Xers, Especially Asian Americans, Variety Is the Spice of Travel
  • Tribe Wanted: A Time Share as Out There as You Want to Be
  • Vorovoro: Where an Online Community Meets a Real Life Tribe
  • Tribe Wanted Stresses Environmental Conservation, Social Diversity, Fun
  • Tribal Financing: Media, Savvy Promotions Lend Sustainable Support
  • Gen Xers in the Sky: Continental and Jet Blue Capture Market Share
  • Continental’s International Menu Piques Gen X Travel Appetite
  • Domestic Destinations: Gen Xers Taking Over as Major Business Travelers
  • Figure 6-2: Selected High Gen X Indexes for Having Taken a Business-Only Trip in Last Twelve Months, 2005 (U.S. adults age 25-39)
  • Jet Blue Caters to Gen X Style, Budget
  • Boutique Hotels at Discount Rates: Another Gen X Passion
  • Hotel Indigo: Playful, Casual, and Totally WiFi
  • Holiday Inn Select: Gen Xers Dig Sports Bars, Workout Facilities
  • Starwood Aloft: A Loft, With Maid Service
  • Hyatt Place: Going for the Gen X Business Traveler
  • Automotive Xperiences: Gen Xers Favor Sleek Design, Foreign Cachet, and Affordable Price
  • Foreign Wheels Score High in Gen X Perceptions of Quality, Performance
  • Figure 6-3: Selected High Gen X Indexes for Agreement With Statement: Foreign Cars Are Higher Quality Than American, 2005 (U.S. adults age 25-39)
  • Nifty, Reliable, Sporty Volkswagon Scores High with Gen Xers
  • Zoom-Zoom: Mazda Counts Gen Xers Among Its Fans
  • Mazda Emphasizes Environmental Responsibility and Style
  • Gen Xers Opt for American Quality, Affordability, Too
  • SUVs Fit Gen X Needs for Reliability, Storage, Active Lifestyles
  • SUV Enthusiasts Mostly Parents, Home Owners
  • Table 6-1: Selected Travel-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 6-2: Generation X Traits Favoring Agreement With Statement: I Love the Idea of Traveling Abroad 2005 (U.S. adults age 25-39)
  • Table 6-3: Generation X Traits Favoring Agreement With Statement: Am Willing to Make Travel Plans With Unknown Company, 2005 (U.S. adults age 25-39)
  • Table 6-4: Generation X Traits Favoring Agreement With Statement: I Like to Vacation Somewhere Different Every Time, 2005 (U.S. adults age 25-39)
  • Table 6-5: Generation X Traits Favoring Taking a Business-Only Trip in Last Twelve Months, 2005 (U.S. adults age 25-39)
  • Table 6-6: Selected Transportation-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 6-7: Generation X Traits Favoring Agreement With Statement: Foreign Cars Are More Prestigious Than American, 2005 (U.S. adults age 25-39)
  • Table 6-8: Generation X Traits Favoring Agreement With Statement: Foreign Cars Are Higher Quality Than American, 2005 (U.S. adults age 25-39)
  • Table 6-9: Generation X Traits Favoring Ownership of Compact Foreign Car, 2005 (U.S. adults age 25-39)
  • Table 6-10: Generation X Traits Favoring Ownership of Compact Domestic Car, 2005 (U.S. adults age 25-39)
  • Table 6-11: Generation X Traits Favoring Agreement With Statement: An SUV Matches My Active Lifestyle, 2005 (U.S. adults age 25-39)

Chapter 7: Personal Finance and Home Furnishing

  • Gen Xers Expect to Fund Their Own Retirements
  • Financial Vicissitudes Spread Xers Thin
  • Education Loans Particularly Burdensome
  • Professional Salaries Offset by Hefty Monthly Payments
  • Children’s Educations Weigh Heavily on Xers’ Minds, Lighten Xers’ Wallets
  • 529 College Savings Plan: A Tax-Free, Long-Term Solution
  • Other Personal Loans, Car Financing Stretch Gen X Coffers
  • Figure 7-1: Selected High Gen X Indexes for Holding a New Car Loan, 2005 (U.S. adults age 25-39)
  • Gen X Favors Low-Cost Car Insurance, Progressive, Geico
  • U.S.A.A. and Mercury Car Insurance Draw Gen X Dollars
  • Lower Income, Non-College Grads Have Little Trouble Spending, Big Trouble Saving
  • 401(k) Plans Offset Gen X Concerns for the Future
  • Debit and Credit Cards Trump Cash, Checks for Gen X Spenders
  • Quickness, Convenience Make Visa, MasterCard Debits Popular
  • Credit Purchases Blaze Into Under-$15 Realm
  • Contactless Credit Makes Big Splash: Gen Xers Ride the Wave
  • Gen X Likes AmEx: Blue and Corporate
  • Figure 7-2: Usage Rates for American Express Blue and American Express Corporate Cards: Adults Overall, Generation X, and Baby Boomers, 2005 (percent)
  • Visa Credit Card Sees Wide Use, Personalized Options
  • Home Sales Down, But Xers Driving Sales of New and Custom Builds
  • Gen X Driving Trend Toward Greater Space, More Amenities
  • Despite High Price Tags, Gen X Likes Stylish Amenities, Personalized Floorplans
  • Gen Xers Not Afraid to Pitch In, Rake Leaves, Blow Leaves, Mow Lawns
  • Figure 7-3: Selected High Gen X Indexes for Purchasing Selected Garden-Related Items, 2005 (U.S. adults age 25-39)
  • Power Lawn and Garden Equipment a Boon to Homeowners
  • Celebrate with Meat!: Gas Grills Enhance the Outdoor Experience
  • Varied Styles, Prices in Grills Suit Gen X Individuality
  • Moving Inside, Gen Xers Like High Style, Low Cost of Pottery Barn, Crate & Barrel
  • Ikea Whets Gen X Appetite for Hip, Euro-Inspired Surroundings
  • Ikea Store Openings Draw Elated Fans
  • Ikea Shoppers Mirror Many Gen X Traits
  • Table 7-1: Selected Finance-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 7-2: Generation X Traits Favoring Holding of Educational Loans, 2005 (U.S. adults age 25-39)
  • Table 7-3: Generation X Traits Favoring Holding a New Car Loan, 2005 (U.S. adults age 25-39)
  • Table 7-4: Generation X Traits Favoring Agreement With Statement: I Tend to Spend Money Without Thinking, 2005 (U.S. adults age 25-39)
  • Table 7-5: Generation X Traits Favoring Agreement With Statement: I’m No Good at Saving Money, 2005 (U.S. adults age 25-39)
  • Table 7-6: Generation X Traits Favoring Investment in 401(k) Plan, 2005 (U.S. adults age 25-39)
  • Table 7-7: Generation X Traits Favoring Use of Clothing/Specialty Store Credit Card in Last 30 Days, 2005 (U.S. adults age 25-39)
  • Table 7-8: Generation X Traits Favoring Use of Visa Credit Card in Last 30 Days, 2005 (U.S. adults age 25-39)
  • Table 7-9: Selected Home-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 7-10: Generation X Traits Favoring Purchase of Power Lawn & Garden Equipment in Last Twelve Months, 2005 (U.S. adults age 25-39)
  • Table 7-11: Generation X Traits Favoring Purchase of Outdoor Gas Grill in Last Twelve Months, 2005 (U.S. adults age 25-39)
  • Table 7-12: Generation X Traits Favoring Shopping at Ikea in Last Three Months, 2005 (U.S. adults age 25-39)

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