GWI-X世代的生活方式、态度和数字行为（英文版）-2018.7-24页-2mb

Generation X Summary

Core Content

This report provides an in-depth analysis of Generation X (born 1964-1982), focusing on their lifestyle, attitudes, and digital behaviors in 2017. The report highlights that Gen X is a highly engaged audience, often misunderstood as not being digital natives, but in reality, they are increasingly active online, especially via smartphones.

Key Insights

• Lifestyle and Spending:

  • Most Gen Xers are busy professionals with families.
  • They have significant spending power but are also price-conscious.
  • Discounts, rewards, and loyalty programs are key motivators for purchases.
  • 3 in 5 Gen Xers are loyal to brands they like.

• Device Trends:

  • Mobile devices have become the go-to for Gen X, with 56% of online activities now mobile-first.
  • Smartphones are now more commonly used than PCs/laptops.
  • In Western markets, PCs/laptops are still preferred for certain tasks like email and retail site visits.
  • Gen Xers in APAC, Latin America, and the Middle East and Africa are particularly attached to mobile.

• Media Consumption:

  • Broadcast TV remains the biggest source of entertainment.
  • A third of their TV time is spent on online TV/Streaming services.
  • Online news consumption is rising, with the average Gen Xer spending 54 minutes daily on digital press.
  • Social media is the go-to platform for news, ahead of publisher websites and curated apps in most regions, except Europe.
  • Gen Xers spend an average of almost 2 hours a day on social media, with Facebook being the dominant platform.

• Social Media Use:

  • Gen Xers are multi-networkers, with an average of 7 social media accounts.
  • Their use of social media is goal-oriented, including staying updated with news and finding products.
  • They are more likely than other generations to follow work-related contacts and are active in professional networking.

• Purchase Journey:

  • TV ads and search engines are the top sources for discovering new brands.
  • Digital channels, especially online ads and social media, have a significant impact on brand discovery.
  • Search engines are the primary tool for product research, with social media and consumer reviews also playing a major role.
  • Email marketing is a key interaction method, especially in Europe and North America.
  • Gen Xers are motivated by discounts, free delivery, and loyalty points when making purchases.
  • Brand advocacy is driven by high-quality products and customer service.

Main Points

• Online Engagement:

  • Gen Xers are purposeful in their online activities, driven by specific goals rather than casual browsing.
  • They are more likely to use social media for news and product research than other generations.

• Device Usage:

  • Mobile is becoming the primary device for online engagement, with Gen Xers spending more time on mobile than on computers.
  • Despite this shift, computers are still used for certain tasks like email and retail site visits.

• Purchase Behavior:

  • Traditional marketing channels like TV still hold strong, but digital channels are gaining traction.
  • Gen Xers are more likely to value discounts and loyalty programs than younger generations.
  • Social media is a growing channel for brand discovery and advocacy, especially in regions like Latin America and APAC.

• Regional Variations:

  • APAC and Latin America show a strong shift towards mobile and social media.
  • Europe and North America still prefer desktops for certain tasks and rely heavily on email marketing.
  • In the Middle East and Africa, social media is preferred over search engines for product research.

Key Information

• Age Group: 35-53 years old.
• Internet Usage:
  • Average of almost 2 hours a day on social media.
  • 56% of online activities are done on mobile.
• Purchase Motivations:
  • 51% are motivated by coupons and discounts.
  • 44% are motivated by rewards.
  • 33% are motivated by content relevance.
• Loyalty:
  • 60% of Gen Xers are loyal to brands they like.
• Media Trends:
  • 30% of TV time is spent on online streaming services.
  • Online news is more popular than print news.
  • 40% watch TV-based content on mobile.
• Social Media Trends:
  • 80% of Gen Xers use YouTube monthly.
  • 75% of Gen Xers have a Facebook account.
  • 34% of Gen Xers follow brands they like.
  • 28% are motivated by loyalty points.

Conclusion

Generation X is a significant and increasingly digital audience. While they are not digital natives, they are adapting to new technologies and platforms, especially smartphones and social media. Their purchase journey is influenced by both traditional and digital marketing, with a strong emphasis on purposeful engagement, discounts, and loyalty programs. Marketers should focus on creating meaningful and relevant content, leveraging mobile and social media, and offering incentives to encourage purchases and brand loyalty.