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Principal, US Advisory Entertainment and Media, PricewaterhouseCoopers
Generation X is catching up to millennials with a growing thirst for digital content. Generation Xers are slowly experimenting with social platforms beyond Facebook, and many are using platforms like Netflix or Hulu to watch their favorite shows. Derek Smith, principal at PricewaterhouseCoopers’ US Advisory Entertainment and Media group, spoke with eMarketer’s Maria Minsker about the similarities and differences in how millennials and Gen Xers engage with digital media.
eMarketer: Gen Xers consume a balanced mix of analog and digital media. Does that make them harder or easier for advertisers to reach?
Derek Smith: It makes it easier because they fall in line with traditional advertising. They’re not cord-cutters—they’re cord-trimmers. For the most part, they’re still paying for television, meaning traditional TV advertising reaches them. Gen Xers appreciate large screens, but they like the convenience of mobile devices as well. They like to consume content on their commutes, for example, so advertisers can reach them through mobile advertising as well.
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
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