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Gen Xers Are Online Media Kings and TV savvy

Here’s an interesting article published by eMarketer earlier today on the media consumption of the Generation X. In short, this generation of 34 to 45 year-old consumers watchs a lot of TV while also being heavy Internet users, especially online videos.


Originally published by eMarketer on August 23, 2011.

Generation X – the first generation to grow up with PCs – are plugged in and media-savvy. For marketers, that means that while these 34 to 45 year-old consumers are heavy users of digital tools, they also watch more TV than any other age segment.

In a new eMarketer report, Gen X: Demographic Profile and Marketing Approaches indicates that this group is as comfortable with digital as with traditional media. “To effectively engage with Gen X, brands need a strategy that incorporates multiple channels—including mobile, social and online video—with authentic, relevant messaging,” the report notes.

So, while no brand should leave TV out of the media mix when targeting these consumers, who are in the prime of their earning and spending potential, a brand would also be wise to include online video.

Gen X constitutes the largest online video audience. eMarketer forecasts that 74.2.% of Gen X internet users will watch online video at least monthly in 2011, and that percentage is expected to grow to 80% by 2015.

The full report, “Gen X: Demographic Profile and Marketing Approaches” also answers these key questions:

  • What are the demographic characteristics of Generation X?
  • How do Gen Xers use different media channels?
  • How can marketers reach Gen X consumers?

To purchase the report, click here.

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