Alongside avoiding ads, Xers turn to streaming subscriptions for content control and exclusive access to shows and movies, per Deloitte.
They’re Getting Smart About Speakers
Though not as quickly as digital natives, Xers are open to adopting new technology. This year, we estimate more than one-third of Xers (35%) will use smart speakers at least once per month as they evolve daily tasks from their phones to their speakers.
“They’re asking Alexa or Google for weather and traffic news," Epsilon's MacPherson said. "They’re listening to music, setting reminders and asking about their calendars. They’re looking at the simple things they once did on their devices to now executing these tasks verbally.”
Some Xers are going beyond these simple tasks to use their speakers for more involved activities. According to our June 2019 survey conducted by market research company Bizrate Insights, smart speakers are most popular among Xers who own these devices for ordering entertainment (26%) as well as adding products to a shopping cart and purchasing on another device (21%). However, the majority of Xer respondents (57%) still said “none of the above” when asked how they use these devices.