Target Gen X Customers Using These 4 Media Types

BY Rachel Cagle
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Let’s get to know your client’s Gen X customers, shall we? According to a recent study by Global Web Index, members of Generation X are primarily:

  • Between the ages of 45 and 54: 47%
  • Between the ages of 38 and 44: 45%
  • Married: 72%
  • Parents: 77%
  • Full-​Time workers: 63%
  • Living in urban markets: 65%
  • Are in high income brackets: 33%
  • Are in medium income brackets: 33%

Now that you know more of the basic demographics of this age group, let’s move on to the specifics of their media use.

How to Target Gen X Customers with Ads

The pandemic has had more of an impact on the generations of Gen X and above when it comes to digital media than it has on the younger generations. Being forced to socially distance has led even those who weren’t overly interested in digital media to consume more of it. However, Global Web Index says that your client’s Gen X customers have been increasing their digital media intake over the past five years. This gives marketers hope that the digital trends they see among these consumers won’t fade as the pandemic falls to the wayside.

Streaming TV

Last year, Gen X consumers spent an average of one hour and 20 minutes watching streamed TV programming per day. That’s an increase of 37 minutes from 2015. Additionally, in the first quarter of 2021, 64% of Gen Xers reported watching TV via their subscription services at least once per week. Global Web Index says that, “Digital media’s fastest growth right now is coming from Gen X.”

Social Media

The primary reason for Gen X customers to be on social media used to be to keep in contact with their friends and family. Now, this consumer group is spending their daily two hours on social media:

  • Staying up-​to-​date with news and events: 36%
  • Finding entertaining content: 29%
  • Researching and finding products to purchase: 26%
  • Sharing photos and videos: 25%
  • Sharing their opinions: 22%

This social media activity spans a number of platforms. More than 33% of Gen X consumers have accounts on more than seven social media sites. These include YouTube (85%), Facebook (77%), Instagram (57%), Twitter (42%), LinkedIn (29%), Pinterest (28%) and even TikTok (25%).

Additional Media

Compared to other generations, Gen X pay more attention to a brand’s reputation,” says Global Web Index. The top four sources Gen Xers use to discover new brands are:

  1. Search engines: 36%
  2. TV commercials: 35%
  3. Word-​of-​Mouth recommendations: 32%
  4. Websites: 27%

Once these consumers have discovered new brands, they’ll conduct research using:

  • Search engines
  • Consumer reviews
  • Brand/​product websites: 39%
  • Social media: 38%
  • Price comparison websites: 34%

If your clients want to know which types of media their target customers are using specifically, take a look at their audience profile on AudienceSCAN on AdMall by SalesFuel.

eCommerce Habits

Gen X consumers aren’t just using digital media for entertainment and to pass the time. Online shopping is also becoming increasingly popular among this generation, especially m‑commerce. Between the third quarters of 2019 and 2020, the number of Gen Xers who purchased products via a mobile device increased from 37% to 46%. 53% of this generation also shops online using PCs or laptops, but that percentage fell by two points since 2019.

If your client really wants their Gen X customers to make a purchase from, there are five things that Global Web Index recommends offering them. They are: free delivery, coupons/​discounts, easy returns, readily available reviews from customers, and an easy and quick checkout process.