GWI-2021年X世代报告（英文）-2021.3-25页_2mb

Gen X Summary

Core Content

Gen X, defined as internet users aged 38-56, represents a significant portion of the global online population, with 30% of users in this age range. In Europe and North America, this figure rises to 39%. This report explores their digital behaviors, financial outlook, wellbeing concerns, and purchasing habits, highlighting how their behaviors have evolved, particularly due to the impact of the pandemic.

Main Points

Digital Behaviors

• Streaming TV: Gen X have increasingly adopted streaming services. In Q2 2020, the proportion of Gen X watching subscription services weekly increased by five percentage points, and this trend has continued. They are now more likely to use mobile devices for streaming than desktops.
• Social Media Usage: Gen X are spending more time on social media, with a shift from Facebook to platforms like WhatsApp, Instagram, and TikTok. In Q3 2020, 25% of Gen X used TikTok, up from 14% in Q3 2019. Their use of social media is now more diverse, with many using it for news, entertainment, and research.
• Mobile-First Habits: Mobile usage has become the primary method for Gen X to engage with digital activities. In 2015, they spent an average of 1 hour and 52 minutes per day on mobile, which has now increased to 3 hours. They are also more likely to use mobile for online shopping, with 52% of Gen X using mobile to watch TV and 68% using it to play games.

Financial Outlook

• Financial Skepticism: Gen X are more financially skeptical than younger generations. They are 28% more likely than millennials and 13% more likely than Gen Z to expect their personal finances to worsen in the next 6 months.
• Spending Habits: Despite this, they are more likely to use loyalty programs and research products before purchasing. They are also more price-conscious, with 46% of them looking for the best deals.

Wellbeing Concerns

• Mental Health Awareness: Gen X are as comfortable discussing mental health as Gen Z, with 1 in 3 saying they are comfortable talking about it. This is particularly true in countries like Ireland, South Africa, the UK, and New Zealand.
• Health and Environment: They are more likely to prioritize health and fitness, with 46% identifying as health, fitness, and beauty enthusiasts. They are also more environmentally conscious, with a third interested in environmental issues and 11% more likely to recycle than the average.

Key Insights

• Pandemic Impact: The pandemic has accelerated Gen X's digital habits. Unlike younger generations, their engagement with digital platforms has remained high, and they are less likely to avoid online advertising.
• Trust in Technology: Gen X trust new technology to improve their health and are more likely to use apps to track their activity. They are also emerging as a key market for healthcare tech.
• Shopping Trends: Online shopping is becoming more prevalent among Gen X. Half of them expect to shop more frequently online post-pandemic, and 53% in the U.S./UK expect brands to enhance their online shopping capabilities this Christmas. Mobile shopping is on the rise globally, especially in Asia-Pacific.

Conclusion

Gen X are a large, influential audience with significant spending power. Their digital behaviors have evolved, particularly due to the pandemic, with a shift towards mobile-first engagement and increased use of streaming and social media. They are more financially cautious and environmentally conscious, yet they are more likely to engage with brands and trust in technology. As such, they present a unique opportunity for brands to connect with them through tailored digital strategies and value-driven marketing.