Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Gen X 2019

It’s Still Stupid to Ignore Them

Download
Share
About This Report
Yes, Xers are outnumbered by millennials and boomers. But in mid-career and often with family households, Gen Xers are—or should be—a key target for marketers. Despite above-average earnings, tight finances mean they won’t part with their money lightly.
Table of Contents

Executive Summary

It never made much sense for marketers to ignore Generation X, and it makes even less sense now that Xer households earn and spend more than other age groups. But Xers are also financially stressed, so a marketer must give them a good reason to buy. When Xers do spend, they often use digital tools to get the most for their money. (We define Gen Xers as those born between 1965 and 1980. Some other research firms use different age ranges, and these are noted throughout this report.)

Do Gen Xers make much money?

They do. Federal figures show Xer households with yearly incomes averaging slightly more than $100,000—nearly $25,000 more than the average for total households. One reason is that Xer households often have two earners, more so than other generations.

Does that mean Gen Xers are in good financial shape?

Not exactly. Their above-average incomes come in tandem with high levels of debt. And it’s not just mortgages, though about half have those. Xers also carry lots of credit card debt, and many have car loans. Student debt (for themselves and their kids) is also a burden. Many also feel they haven’t recovered from the Great Recession.

Are Xers big spenders?

Average yearly spending by Xer households is well above the average for total households, $73,681 vs. $60,815. With larger-than-average households, they spend above-average amounts in nearly all consumer categories. But being big spenders does not mean being free spenders. Digital commerce appeals to them partly because it helps them find low prices.

Do smartphones figure into Xers’ shopping?

Naturally. Many use retail apps to gather information about goods, as well as to transact purchases. They also use phones to streamline their holiday shopping.

How digital a cohort are Xers?

Nearly all are internet users. Large majorities are smartphone and social users. Digital video is a significant part of their entertainment mix. But they have not abandoned traditional TV.

WHAT’S IN THIS REPORT? This report assesses the strengths and weaknesses of Gen X’s finances. It examines their spending, how they use digital tools for shopping and traces the contours of their device and media usage.

KEY STAT: The recession’s effects linger for a significant proportion of Gen Xers, undercutting their purchasing power and compromising their ability to save for retirement. Fewer than four in 10 Gen X internet users feel fully recovered or never affected by the Great Recession.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

25charts

Reliable data in simple displays for presentations and quick decision making.

5expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Unforget Them
  3. Auditing Gen X’s Finances
  4. Gauging Xers’ Behavior as Shoppers
  1. Mapping Xers’ Media and Device Usage
  2. Key Takeaways
  3. eMarketer Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Interviewed for This Report

Catherine Collinson
Transamerica Center for Retirement Studies
President
Interviewed June 10, 2019
Jeff Loucks
Deloitte
Executive Director for Technology, Media and Telecommunications
Interviewed June 7, 2019
Gillian MacPherson
Epsilon
Vice President, Digital Product and Strategy
Interviewed June 7, 2019
Greg McBride
Bankrate.com
Chief Financial Analyst
Interviewed June 10, 2019
Ericka Podesta McCoy
Resonate
CMO
Interviewed June 10, 2019

authors

Mark Dolliver

Contributors

Lucy Koch
Junior Analyst
Andrew Lipsman
Principal Analyst
Oscar Orozco
Senior Forecasting Analyst
Jennifer Pearson
VP, Research
Monica Peart
Senior Director, Forecasting
Shelleen Shum
Director, Forecasting
Debra Aho Williamson
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client