Marketers consider Generation X (Gen X) to be people born between the early 1960s and the start of the 1980s. This cohort come after the Baby Boomer generation (defined as those born between 1946 and 1964) and precede Millennials (defined as persons born between 1981 and 2000, or those who are between the ages of 16 and 35).

Key insights

1. Generation X consumes media in the same way as millennials

Brands often consider millennials to be unique and, therefore, create bespoke, innovative communication plans in order to reach them. However, research in the US and Australia has found that millennials and Generation X share very similar media consumption habits.

In Australia, digital media analysis revealed that millennials and Generation X have the same media habits when it comes to online games, weather, finance, search, blogs and shopping. Despite the pervasive view that social media is the domain of the young, millennials spent only an hour more on social media platforms than Generation X across a month. Furthermore, facial tracking technology has found that both groups respond similarly to online videos and banner ads.