Generation X is the ultimate middle child when it comes to marketing. Focus is usually on the baby boomer decision makers or even more so on the fast-growing millennials. Calling Gen X the most influential generation may sound controversial, but the Yahoo study is backed by data. Gen X, comprised of 81 million adults, has the highest spending power today, controlling 31% of total income dollars in the US.
Some interesting highlights from the Yahoo study include:
Generation gap. 68% of Gen Xers think they work a lot harder than the Millennial generation.
Mobile-obsessed. 79% of Gen Xers are smartphone users, and this number is expected to reach 88% by 2018.
Brand lovers. Nearly 33% of Gen Xers consumed content posted by brands or companies on social media, and 30% are more likely to engage or click on an ad that is aimed specifically at their generation.
Word of mouth. 13.5 million Gen Xers posted ratings or reviews while 21.8 million paid attention to ratings and reviews. Nearly 8 in 10 Gen Xers researched products online in the past month.
Content engaged. Adults 35-54 consume nearly seven content topics each month on average. The most popular content topics, in ranking order, are News, Weather, Music, Food & Cooking, Sports, Health & Wellness, Technology, and Travel.
High social engagement. Nearly 80 Million Gen Xers visited a social media site last month and they spend 75% of their time consuming content and 43% sharing and reposting content created by others.
Generation X feels like they are being neglected by advertisers, but they have the most spending power of any generation! This is a huge opportunity for businesses to take advantage of this divide and target this market directly. Consider mobile marketing, social targeting, and emotion-based advertising aimed specifically at their generation. Snacks in particular, can be very emotion-driven so build on that feeling to develop targeted promotions.
For more insights, read the full study: Gen X: America’s Most Influential Generation.