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Generation X:
Coming of Age Online
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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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.
Executive Summary
 US Internet Users, by Age, 2008 (millions and % of total)
Key Questions
The eMarketer View
US Population, by Age, July 2005-July 2007 (millions)
US Total Annual Income, by Generation, 2007, 2012 & 2017 (trillions)
US Households with Discretionary Income, by Age of Head of Household, 2006
Well-Educated, Well in Debt
Type of Debt that US Generation X and Y Adult Internet Users Have, January 2008 (% of respondents in each group)
Gen X Families
Mothers
Fathers
Gen X’s Use of Electronic Media
Demographic Profile of US Adults Who Use the Internet, June-September 2007 (% of respondents in each group)
Media in Which Ads Have the Most Impact on US Internet Users' Buying Decisions, by Generation, October 2007 (% of respondents)
Main Source of Information About Companies or Products Used by US Adult Internet Users, by Generation, January 2007 (% of respondents in each group)
Demographic Profile of US Adults Who File Their Taxes Online*, February 2008 (% of respondents in each group)
Online Shopping Is Easier, Faster
Online Activities of US Female Internet Users, by Generation, March 2008 (% of respondents)
US Retail E-Commerce Sales, 2007 & 2008 (billions and % change)
Social Networking
Select Online Social Activities of US Internet Users, by Generation, October 2007 (% of respondents*)
The Power Behind Blogs
Demographic Profile of US Adult Blog Readers Who Have Noticed Ads on Blogs Visited, July-August 2007 (% of respondents in each group)
Demographic Profile of US Adult Blog Readers Who Have Clicked on Ads Noticed on Blogs Visited, July-August 2007 (% of respondents in each group)
US Blog Advertising Spending, 2007-2012 (millions)
US Internet Users Who Read Political Blogs, by Age and Political Party, January 2008 (% of respondents)
When Online Video Goes Pro
Demographic Profile of US Internet Users Who Visit Video/Movie Websites, October 2007 (thousands of unique visitors and % of total audience)
Demographic Profile of US Online Video Streamers, by Segment, June 2008 (% of respondents)
Top 20 Online Video Properties Among US Internet Users, Ranked by Video Viewing Visits, July 2007 & July 2008 (% market share)
Types of Online Video Content Watched by US Male Internet Users, by Age, March-April 2008 (% of respondents in each group)
Online Video Content Categories that US Adult Internet Users Would Watch a Lot More if Available, by Age, November 2007 (% of respondents)
US Online Video Advertising Spending, 2007-2013 (millions)
Usage of Official TV Program Websites Among US Internet Users, by Generation, 2008 (% of respondents in each group)
Casual Online Gaming
Online Entertainment Activities of US Internet Users*, by Generation, October 2007 (% of respondents)
Frequency with Which US Free Online Gamers Visit Free Online Game Sites, by Age, 2008 (% of respondents in each group)
Online Activities of US Free Online Gamers During Last Internet Use When Free Online Game Was Played, by Age, 2008 (% of total time spent online)
Time Spent by US Free Online Gamers per Visit to Free Online Game Sites, by Age, 2008 (% of respondents in each group)
US Female Internet Users Who Visited Online Gaming Sites, by Age, August 2007 & August 2008 (thousands of unique visitors and % change)
Types of Advertising Preferred by US Free Online Gamers Willing to Accept Advertising for Free Online Games, 2008 (% of respondents)
Mobile Phone Ads Are Here
Mobile Phone Penetration Among US Adults, by Generation, July 2007 (% of population of each group)
Average Monthly Calls Made/Received and Text Messages Sent/Received per US Mobile Phone Subscriber, by Age, Q2 2008
Content Features on Mobile Phones of US Adult Mobile Phone Users, by Generation, July 2007 (% of respondents in each group)
Select Communication Devices Used for Work by US Employers and Employees, by Generation*, January-February 2007 (% of respondents in each group)
Likelihood of US Adult Mobile Phone Users to Respond to Mobile Advertising, by Age, April 2008 (% of respondents)
US Mobile Advertising Spending, 2007-2012 (millions)
Conclusion
Endnotes
093924
US Retail E-Commerce Sales, 2007 & 2008 (billions and % change)
097113
US Online Video Advertising Spending, 2007-2013 (millions)
092634
US Mobile Advertising Spending, 2007-2012 (millions)
Related Information and Links
Related Links
Contact
Report Contributors
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.
American Association of Retired Persons (AARP)
BIGresearch
BlogHer
Compass Partners LLC
Compete
comScore Inc.
comScore Media Metrix
Deloitte & Touche
eMarketer
Fiserv, Inc.
Forrester Research
Frank N. Magid Associates
Harris Interactive
Harrison Group
InsightExpress
Javelin Strategy & Research
Knowledge Networks/Statistical Research, Inc. (KN/SRI)
Lumin Collaborative
MediaPost Communications
MQA Research, Inc.
MTV Networks
National Retail Federation (NRF)
Nielsen Mobile
Nielsen Online
Pew Internet & American Life Project
randstad holding
Shop.org
Synovate
The Conference Board
University of Illinois at Urbana-Champaign
US Census Bureau
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Price: $695.00
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Price: $695.00
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