Gen Xers Are Online Media Kings

A new eMarketer report, “Gen X: Demographic Profile and Marketing Approaches” indicates that 34-45 year old consumers are as comfortable with digital as with traditional media. “To effectively engage with Gen X, brands need a strategy that incorporates multiple channels—including mobile, social and online video—with authentic, relevant messaging,” the report notes.

The report recommends that brands would be wise to include online video in the media mix, along with TV.

Gen X constitutes the largest online video audience. eMarketer forecasts that 74.2.% of Gen X internet users will watch online video at least monthly in 2011, and that percentage is expected to grow to 80% by 2015.

Most Gen Xers are online. eMarketer estimates that 88% of the segment are web users in 2011, and that number is expected to increase to 90.9% by 2015. They are slightly more likely than the general population to visit online retail sites and significantly more likely to visit mobile retail sites, according to comScore.

Top product categories purchased online by Gen Xers in fall 2010 included apparel, airline tickets, books and hotel reservations, concluded a survey by GfK MRI.

For more information see http://www.emarketer.com

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