I recently saw a pad of scrapbooking paper called Generation X. The designs were all distinctly digital and included Space Invader style video game patterns and scatterings of computers, mobile phones and portable cassette players. Yes, even this craft company knows that Gen Xers love their media.
A new report from eMarketer shows that 88% of Xers are online and that should rise to 90.9% by 2015. What are they doing online? 74.2% are watching videos and that number is also on the rise.
Not only are Gen Xers the biggest pool of video viewers, they also watch more TV than other brackets and are more likely to shop via their mobile phone. Clothing is the most shopped for item with airline tickets and hotel reservations making it into the top five along with books (e or otherwise).
For marketers, this means you have a wide range of options when trying to reach the Gen X audience and you should probably use them all. More than any other consumer segment, this is the one place where a mixed campaign of offline, online and mobile will do the most good.