Mobile and social usage are major elements of Gen X’s digital activity, so it’s no surprise that those also figure into their shopping. But while such usage is a default behavior for millennials, Gen X is selective in using mobile and (especially) social as shopping tools.
Adopting new technology is the norm among Generation X, and unlike digital natives, this adoption hasn’t crowded out old media. But before marketers can tap into Xers’ widespread accessibility, they should understand their unique device and media usage, social platform preferences and privacy concerns.
The "forgotten" Generation X makes and spends more than other generations, but they're also financially stressed. So, it's important for marketers to understand how Gen Xers are prioritizing their money and why.
eMarketer principal analyst Mark Dolliver discusses the oft-forgotten Generation X. He also explains the implications of the rise of the Hispanic population in the US and why email still rules conversational marketing.
Boomers had twice the household wealth of Gen X and 10 times that of millennials in the US in Q3 2020. This disparity is increasing rapidly as well; boomers' household wealth increased by over $18 trillion since 2014, while millennial wealth increased by just $4 trillion. More like this:. Report: The US Wealth Management Ecosystem.