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BizReport : Internet : August 24, 2011

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

Generation X consumes media across a variety of channels both traditional and digital. A new report from eMarketer finds the demographic consumes more TV than any other age segment and is the largest online video audience.

by Helen Leggatt

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.

Tags: eMarketer, Generation X, media consumption, online behavior, online demographics, online video, research, television

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