X世代的生活方式、态度和数字行为（英文版）

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Generation X

Examining the lifestyle, attitudes and

digital behaviors of Generation X.

Audience Report 2018

www.globalwebindex.com

Content Introduction

03 - Key Insights

05 - Device Trends

08 - Media Consumption

12 - Social Media

15 - Purchase Journey

21 - Notes on Methodology

23 - More from GlobalWebIndex

Generation X are viewed by many as the hard-to-

reach generation, deﬁned more by the millennial and

baby boomer brackets they sit outside of, rather than

the characteristics that set them apart. The myth is that

unlike younger consumers, Generation X aren’t digital

natives. In reality, they’re a highly engaged audience,

drawn to meaningful and purposeful interactions in

the online space.

This report explores:

• Proﬁling Gen X – What are some of the deﬁning attri-

butes of this generation?

• Device Trends – Which devices are most important to

this generation, and which are demanding most of their

time?

• Media Consumption – How long are Generation X

spending on traditional / digital media daily?

• Social Media – How socially-engaged are Generation

X, and what are their biggest motivations for using

social?

• Purchase Journey – How do Generation X discover,

research and interact with brands while online, and

what do they value most from their favorite brands?

Respondents in our Core survey

are asked ‘How old are you?’. In this

report, Generation X are deﬁned as

internet users who say they are aged

35-53 in 2017 (born 1964-1982).

To re-create this audience, access

Audience Builder on our Platform.

AUDIENCE

Name: Gen X (2017)

Age (Individual)

Key Insights

The majority of Gen Xers are

busy professionals, likely to

have families, and as a gener-

ation they wield great spend-

ing power. But as they lack the

luxury of time, they’re online

activities are more driven

by purpose and intent than

casual browsing.

Despite misconceptions that

this generation aren’t “digital

natives”, Gen X are now more

likely to be getting online via

a smartphone than a PC/lap-

top. They’re doing more of the

34 online activities we track on

their mobiles than their com-

puters.

Broadcast TV is still their big-

gest source of entertainment,

but they’re now devoting a

third of their daily TV time to

online TV/streaming services.

Gen X are moving with digital

trends, just as Millennials and

Gen Z are.

They spend almost 2 hours a

day on social media and the

majority have a Facebook ac-

count. Just like Millennials, they

are multi-networkers, and have

an average of 7 social media

accounts.

Gen X are more purposeful

in how they use social me-

dia, rather than using it just for

casual browsing. One of the top

reasons they use social me-

dia is to keep-up-to-date with

the news and about 30% are

searching for products to buy.

Traditional marketing chan-

nels are still king and they’re

most likely to come across new

brands via TV ads. Digital chan-

nels have a bigger impact than

many may expect: 28% ﬁnd

new brands via online ads and a

third are researching brands on

social media.

Gen X tend to earn more

than average, but they’re still

price-conscious. Discounts

and rewards are important for

encouraging them to buy, and

they value loyalty points more

than any generation. If brands

get it right, Gen Xers are the

generation most likely to be

loyal, with 3 in 5 agreeing that

once they ﬁnd a brand they like,

they’ll stick with it.

Generation X Across the Globe

The majority of Gen Xers are

parents, in full-time employment,

and they’re 29% more likely to be

from the top income quartile.

% of Internet Users aged 16-64 who are from Generation X TOP 5 ATTITUDES

When I need information, the ﬁrst

place I look is the Internet

Family is the most important thing

in my life

It is important to be well informed

about things

You should seize opportunities

when they arise

It is important to stay in touch with

what is going on in the world

11% are senior decision-

makers at work

More likely to be

strongly interested in

gardening and the news

2 in 3 worry about

data collection

60% exercise at least

twice a week

% of Gen X who are the following…

32%

41%

28%

32%

37%

81%

80%

79%

78%

77%

Source:GlobalWebIndex Q4

2017

Base: 36,246 internet users

aged 35-53

Generation X

Device Trends

Audience Report 2018

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GenerationXExaminingthelifestyle,attitudesanddigitalbehaviorsofGenerationX.AudienceReport2018www.globalwebindex.com02ContentIntroduction03-KeyInsights05-DeviceTrends08-MediaConsumption12-SocialMedia15-PurchaseJourney21-NotesonMethodology23-MorefromGlobalWebIndexGenerationXareviewedbymanyasthehard-to...

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X世代的生活方式、态度和数字行为（英文版）

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