This generation regularly consumes media from all channels, including online (unlike Boomers), TV (unlike Gen Y), video (more than any other generation) and mobile. They are affluent and have an affinity for nice things. They socialize and value each others opinions.
Born between 1965-1976, Gen Xers today are 35-47 years old and are a much smaller demographic at only 40-46 million (Boomers and Gen Y are nearly double the size).
Gen Xers –
- are in their prime earning years
- are comfortable consuming media from TV, internet, and mobile devices
- are brand-loyal; once they find a brand they like they stick with it
- are active on social networks and place great value on the opinions of their friends and family
- enjoy shopping online and methodically research and evaluate products prior to purchase
Gen X = Mobile
Roughly 42% of Gen Xers who use mobile phones own a smartphone, and the average age of smartphone and tablet owners in May 2011 was 31.
Gen X = Online
97% of Generation X report that they regularly used the internet. They get maps and directions, weather information, pay bills and manage banking, and purchase books, clothing, and electronics online. Gen Xers are comfortable online and make good use of the internet.
Gen X = Loyalty
Gen Xers are suspicious of institutions and skeptical about hype which leads to wariness about big brands in general. Once they find a brand they approve of, they tend to be loyal return customers. eMarketer says, “Perhaps the most noteworthy fact about Gen X is their extreme brand loyalty, relative to that of millennials and baby boomers. They have a high affinity for the brands they trust and are willing to pay a premium for their products.”
Gen X = Social
A new Forrester report, The Enterprise 2.0 User Profile: 2011, surveyed nearly 5,000 American IT workers during May 2011 and found that Gen X—not Gen Y—are the largest group of active users of social media networks. Gen Xers have a native distrust of institutions and rely more on the opinion of their social circle when making purchasing decisions.
Gen X = Independence
In Generation X and The Millennials, the authors write, “The 51 million members of Generation X, born between 1965 and 1976, grew up in a very different world than previous generations. Divorce and working moms created “latchkey” kids out of many in this generation. This led to traits of independence, resilience and adaptability. Generation X feels strongly that “I don’t need someone looking over my shoulder.”
Target Gen X Effectively
Here are some tips to reach this valuable demographic.
Provide Value. Gen Xers seek value and quality in their purchases rather than following trends. Linda Gangeri, Manager of National Advertising, Volvo Cars says, “They’re not driven by hype or flashiness, and they are skeptical of advertising tactics that are used to manipulate buyer behavior. These consumers can be both cynical and sensible in their purchase behavior, and they are willing to pay a premium for the products that they do perceive as having value.”
Be Relevant and Authentic. More than the generations ahead or behind them, Gen Xers have both the ability and the impetus to check out your product claims. Avoid hype and gimmicks when targeting Gen X; make sure your marketing messages are clear and straightforward (and truthful). Because of their fierce independent streak, personalizing the brand experience works well.
As Darryl Roberts puts it, “… unlike the Boomers before us, we have a b.s. meter more sensitive than any seismograph. During the years we were watching Saturday-morning cartoons, we were assaulted by a barrage of advertising so intense it had to addressed by federal legislation.” Karen Ritchie, author of After the Boom comments, “The first time you realize the super toy you wanted is really only four inches tall you learn a hard lesson. We created a whole generation that believes advertising is lies and hype.”
Add Video. Gen X constitutes the largest online video audience. eMarketer forecasts nearly 75% of Gen X internet users watch online video at least monthly, and that percentage is expected to continue to grow.
Brands need a multi-channel strategy with authentic, relevant messaging to effectively engage with Gen X. Engaging the generation en masse isn’t feasible, unlike the other age groups; brand strategies must find ways to create one-on-one relationships with Xers. At first glance it may seem that targeting Xers requires more resources than the other generations, however Xers’ extreme brand loyalty may pay off over time.
What success tips can you share for engaging Gen X in mobile marketing campaigns?
| ABOUT THE SERIES | |
| The Engaging the Mobile Consumer by Generation series takes a look at how brands can best address their consumers, by generation, with a focus on engagement through mobile technologies including smartphones and tablets. The generations discussed in this series are loosely defined. For example, some experts consider the Baby Boomer generation to include birth years 1946-1964 and others define Boomers as being born 1946-1961. This series relies heavily on Nielsen research and generally defaults to their definitions. |
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| Baby Boomers: 1946-1964 Generation Jones: 1954-1965 Generation X: 1965-1976 Generation Y (Millenials): 1977-1998 |
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| Sources: | Brand loyalty highest in Gen X consumers, Mobile Commerce Daily Gen X: Demographic Profile and Marketing Approaches eMarketer, 2011 The Generation X Report, Longitudinal Study of American Youth The ABCs of Selling to Generation X, Bloomberg Business Week How Volvo Targets Gen X Drivers, eMarketer blog |
| See Also: | Untapped Markets: Mobile + Boomers X Marks the (Sweet) Spot: Engaging Gen X Mobile Marketing for Gen Y |