eMarketer: Gen X watches more TV, online video than other demo’s

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emarketer.jpgWhen targeting Generation X (34-45 year olds) marketers know to include television in the mix. But as the first generation to grow up with personal computers marketers also need to bear in mind the high comfort levels this demographic has for digital media.

The vast majority of Gen X is already online (88%) and, by 2015, that figure will have topped 90%, found eMarketer.

In fact, the report found that Gen X’s digital media consumption is strikingly similar to that of Millennials. They use social networks, watch video on their computers and mobile devices, and enjoy shopping online. They methodically research and evaluate products prior to purchase and place great value on the opinions of their friends and family.

“With strong online and offline media consumption habits, Gen X is an important group for marketers,” says the report, “Gen X: Demographic Profile and Marketing Approaches”. “To effectively engage with Gen X, brands need a strategy that incorporates multiple channels–including mobile, social and online video–with authentic, relevant messaging.”

While Gen X watches more television than any other demographic, this doesn’t impede their online video consumption. eMarketer found they also constitute the largest online video audience. Almost three-quarters (74.2%) will watch online video at least monthly this year rising to 80% by 2015.

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.