If you’ve watched TV lately, or listened to a podcast, or even taken the NYC subway, you’ve probably noticed that the majority of advertising is targeted to millennials. It’s no secret that desperately chasing the ever-shifting youth zeitgeist has become the guiding policy of many brands and agencies—but are they missing the boat on a whole generation with more influence and deeper pockets?
Yahoo certainly thinks so.
“Generation X is made up of 81 million adults; they have the highest spending power and control 31% of total income dollars in the U.S. today.”
According to a November 2015 research study conducted in collaboration with Audience Theory and Ipsos, many internet users in the U.S. (across multiple generations) feel disconnected from advertising and feel like advertisers have forgotten about them. How sad! This is not great news, either, considering that Generation X is made up of 81 million adults; they have the highest spending power and control 31% of total income dollars in the U.S. today. A new study, Gen X: America’s Most Influential Generation, brought to light some other key highlights that we found interesting, including:
- Gen X’ers are mobile. 79% of them use smartphones, expected to increase to 88% by 2018.
- Gen Xers multi-task…a lot. During primetime hours (7pm-11pm), 84% of them are using 2+ devices and switching between them 9.2 times per hour.
- Gen Xers are 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.
In other words, calling all marketers:
If your customers fall within a broad age range, and you’re not thinking about campaigns and content strategy in a multi-dimensional way that delivers meaningful content to each subset, you are leaving money on the table. Not only that, you’re losing brand loyalty from the generation that may have helped you rise in the market to where you are now.
In conclusion, we highly recommend checking out the full report on the lives of these powerful consumers, and best practices for reaching them, here!