全球X世代研究（英文版）_1页_2mb

Gen X Digital Behavior Summary

Core Content

Gen X, defined as individuals born between 1964 and 1982, represents 34% of the global internet population in 2017. This generation is increasingly adopting digital habits, with a strong focus on mobile-first interactions and goal-oriented social media use. They are also showing a clear preference for brand loyalty and digital media engagement, with significant time spent online and a notable shift in traditional brand interaction methods.

Main Reasons for Social Media Use

Gen X uses social media with specific purposes, primarily driven by social motivations. The main reasons for their usage include:

• To stay in touch with what friends are doing (39%)
• To stay up-to-date with news and current affairs (38%)
• To fill up spare time (33%)
• General networking with other people (30%)
• To find funny or entertaining content (30%)

These motivations are reflected in their social media segmentation:

• Personal Networkers (64%): Focus on maintaining personal relationships.
• FOMO Networkers (56%): Driven by fear of missing out on social events or trends.
• Brand Followers (54%): Interested in following brands for updates or promotions.
• News Networkers (52%): Use social media to stay informed about current events.
• Shoppers (51%): Engage with social media for shopping and product discovery.

Mobile Usage in the Purchase Journey

Mobile devices are playing a pivotal role in the purchase journey for Gen X. Key statistics include:

• 30% of Gen X used mobile to pay for an item last month.
• Mobile is taking over the process of discovering and purchasing products, indicating a shift in consumer behavior.

Brand Interaction Preferences

Gen X is more likely to follow brands, work contacts, and news organizations compared to other generations. They are also more inclined to engage with digital media for at least one hour daily, showing a growing comfort with online platforms.

Digital Media Engagement

• 63% of Gen X stated that once they find a brand they like, they tend to stick with it.
• 74% of Gen X users always try to find the best deals when purchasing products, highlighting their finance-savvy nature.

Traditional Touchpoints for Brand Interaction

Gen X still engages with traditional brand touchpoints, though the trend is shifting towards digital:

• 1 in 4 (25%) discover brands via search engines.
• 37% read emails/newsletters from brands.
• 32% discover brands via TV ads and word-of-mouth.

Key Insights

• Gen X is mobile-first, spending 1 hour and 51 minutes daily on social media, which is 48 minutes less than Millennials.
• They are goal-oriented in their social media use, often using platforms to stay informed and maintain relationships.
• They are brand loyal, with 63% showing a tendency to stick with preferred brands.
• Their purchase behavior is influenced by deals and loyalty, making them a valuable demographic for marketing strategies.
• While they still use traditional methods like TV ads and word-of-mouth, they are increasingly turning to digital channels for brand discovery and engagement.

Data Sources

• All figures are based on Q4 2017 research among 97,317 internet users aged 16-64 in 42 countries.
• The data includes 36,246 Gen X and 38,459 Millennials users.
• Year-on-year trended data accounts for year-on-year ageing among Gen X.

Conclusion

Gen X is a key demographic in the digital landscape, characterized by mobile-first behavior, goal-oriented social media use, and brand loyalty. Their purchase decisions are influenced by deals and trust, and they are gradually adopting digital media as a primary source of information and engagement, though they still rely on traditional touchpoints to some extent. Understanding these behaviors is crucial for marketers aiming to effectively engage this generation.