Marketers must look past some familiar stereotypes of millennial life—about their digital usage, shopping behavior, finances and attitudes toward homeownership—to grasp the realities of how this cohort has evolved.

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.

More than a third also noted a preference for physical mail, and nearly as many said they liked TV ads. Digital ads were in fifth place, with 24% of respondents. When Valassis and The NPD Group asked US internet users about their preferred ad channel for restaurant-related promotions in January 2018, direct mail led by a wide margin: 55% of respondents vs. 25% for TV.

Texting is no longer just the preserve of millennials and Gen Zers: Live chat is now also in strong demand from baby boomers and Gen Xers who expect to use it for communication with their FI. Around 22% of boomer respondents say they highly value the ability to live chat with their FI. Millennials still rule: 34.7% of them rate the feature “extremely valuable.”. Methodology.

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.

Print, TV and direct mail may also be sources of funding. A reallocation from other local advertising efforts. As digital audio becomes more well-known, proven and easier to buy, local advertisers are reallocating funds. A Q3 2018 survey of US franchisees conducted by BIA Advisory Services and Vya found nearly half of respondents already used streaming audio to advertise their businesses.