02 ContentIntroduction 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, defned more by the millennial andbaby boomer brackets they sit outside of, rather thanthe characteristics that set them apart. The myth is thatunlike younger consumers, Generation X aren’t digitalnatives. In reality, they’re a highly engaged audience,drawn to meaningful and purposeful interactions inthe online space. This report explores:Profling Gen X – What are some of the defning attri- butes of this generationDevice Trends – Which devices are most important tothis generation, and which are demanding most of theirtimeMedia Consumption – How long are Generation Xspending on traditional / digital media dailySocial Media – How socially-engaged are GenerationX, and what are their biggest motivations for usingsocialPurchase Journey – How do Generation X discover,research and interact with brands while online, andwhat do they value most from their favorite brands Respondents in our Core surveyare asked ‘How old are you’. In thisreport, Generation X are defned asinternet users who say they are aged35-53 in 2017 (born 1964-1982). To re-create this audience, accessAudience Builder on our Platform. AUDIENCEName:Gen X (2017) Age (Individual) OR OR OR OR OR OR OR OR OR OR OR OR OR OR OR OR OR OR 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 35 Key Insights The majority of Gen Xers arebusy professionals, likely tohave families, and as a gener- ation they wield great spend- ing power. But as they lack theluxury of time, they’re onlineactivities are more drivenby purpose and intent thancasual browsing. Despite misconceptions thatthis generation aren’t “digitalnatives”, Gen X are now morelikely to be getting online viaa smartphone than a PC/lap- top. They’re doing more of the34 online activities we track ontheir mobiles than their com- puters. Broadcast TV is still their big- gest source of entertainment,but they’re now devoting athird of their daily TV time toonline TV/streaming services.Gen X are moving with digitaltrends, just as Millennials andGen Z are. They spend almost 2 hours aday on social media and themajority have a Facebook ac- count. Just like Millennials, theyare multi-networkers, and havean average of 7 social mediaaccounts. Gen X are more purposefulin how they use social me- dia, rather than using it just forcasual browsing. One of the topreasons they use social me- dia is to keep-up-to-date withthe news and about 30% aresearching for products to buy. Traditional marketing chan- nels are still king and they’remost likely to come across newbrands via TV ads. Digital chan- nels have a bigger impact thanmany may expect:28% fndnew brands via online ads and athird are researching brands onsocial media. Gen X tend to earn morethan average, but they’re stillprice-conscious. Discountsand rewards are important forencouraging them to buy, andthey value loyalty points morethan any generation. If brandsget it right, Gen Xers are thegeneration most likely to beloyal, with 3 in 5 agreeing thatonce they fnd a brand they like,they’ll stick with it. 03 Generation X Across the Globe The majority of Gen Xers areparents, in full-time employment,and they’re 29% more likely to befrom the top income quartile. % of Internet Users aged 16-64 who are from Generation XTOP 5 ATTITUDES When I need information, the frstplace I look is the InternetFamily is the most important thingin my life It is important to be well informedabout things You should seize opportunitieswhen they arise It is important to stay in touch withwhat is going on in the world 11% are senior decision- makers at work More likely to bestrongly interested ingardening and the news 2 in 3 worry aboutdata collection 60% exercise at leasttwice a week % of Gen X who are the following… 32% 41% 28% 32% 37% 81% 80% 79% 78% 77%Source:GlobalWebIndex Q42017 Base: 36,246 internet usersaged 35-53 04 。。。。。。