Marketing to Gen X
How They Use Internet & Social Media
According to a report by Forrester, up to 74% of the Gen X uses the Internet for banking services. Another 72% uses online platforms to conduct researches on products or certain companies. The other 81% make most of their purchases through online platforms. The study showed that in just 3 months Gen X consumers had spent up to $581 in online sales, per consumer. The products that Generation X members purchase online include tickets, videos and DVDs, books, accessories and clothing. In addition, 62% of this population read newspapers online, 48% are tuned to radio, and peruse magazines as a source of information and entertainment. The remaining 45% watch online TV. When it comes to social platforms, 95% of the Generation X web users are on Facebook. The other 35% are on LinkedIn, and 25% utilize Twitter. According to Pingdom, Gen X is the generation that makes up the highest percentage on social networks. How correct these figures are remains to see as a lot of teens provide false information, mostly regarding their age when registering with a social media site.
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Gen X goes online to search for information, maps and local directories. About 88% use search engines to access weather information, whereas 80% look for health related information and medical facts. This generation spend online an average of 37+ hours per month.
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The Gen X reads widely and uses the Internet more than other groups. Various estimates show their Internet usage:
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- a) According to eMarketer estimates, by 2013 48.1% of the total number of Internet users will be about 35 years
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- b) Those aged between 35 to 54 years have pointed out their lives would be impossible without Internet
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- c) Internet users aged between 30 and 49 access email everyday
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- d) 84% of Gen X conducts research online using their phones or laptops, according to Pew Research
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- e) 80% of Gen X consumers conduct online purchases.
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- f) 70% of Gen X uses the Internet to make travel reservations
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- g) Internet usage among Gen X members came out of a need for them to reconnect with old friends and acquaintances. According to recent Pew’s Generation research, up to 86% of Gen X spend their time online every day.
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- h) 42% of the 35 to 42 year olds owned a smartphone in 2011 and the average age of a smartphone and tablet user in the US is 31 according to eMarketer.
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