Do you instantly think of Millennials or a younger crowd when you think Social Media? If you do, you would be incorrect to assume this group were Social Media fanatics.
A recent Nielsen report released this past January revealed that Gen Xers were more obsessed with Social Media than Millennials.
Adults 35 to 49 spent an average of 6 hours and 58 minutes a week on the Social Networks compared to only 6 hours and 19 minutes by their younger counterparts.
Sean Casey, the president of Nielsen’s social division, said the finding initially surprised him because “the going thought is that social is vastly owned by the younger generation.”
Who is Generation X?
Generation X is the group sandwiched between the Baby Boomers and the Millennials, the two groups most companies seem to focus on. There are no precise dates for when this cohort starts or ends; demographers and researchers typically use starting birth years ranging from the early-to-mid 1960s and ending birth years ranging from the late 1970s to early 1980s.
Fun Fact: The birth control pill was introduced in the early 1960s, which is considered to be a contributing factor to the declining birth rates seen in this generation.
Generation X were the “latchkey kids,” which, today, translates to a more independent generation.
Generation X Spending Habits
In 2014, it was noted that for the first time ever Generation X was spending more on luxury items, in fact they were outspending their parents by 18% in high-end product categories.
They are currently reaching the top of their professional careers and are an important target audience to most businesses out there.
Generation X Favors Facebook
In order of popularity and number of users, Facebook reigns as the “go-to” social site for Gen X. The other sites rounding out the top four don’t even come close.
- Facebook – 178.2 million users
- Instagram – 91.5 million users.
- Twitter – 82.2 million users.
- Pinterest – 69.6 million users.
If you are interested in reaching this demographic, Facebook is where your business needs to be spending its time and resources.
Skip the BS with the Xers
“Unlike the Boomers before us, we have a ‘BS Meter’ more sensitive than any seismograph. During the years we were watching Saturday-morning cartoons, we were assaulted by a barrage of advertising so intense it had to be addressed by federal legislation,” as noted by Darryl M. Roberts.
Additionally, Karen Ritchie, author of Marketing to Generation X, comments, “The first time you realize the super toy you wanted is really only four inches tall you learn a hard lesson. We created a whole generation that believes advertising is lies and hype.”
It’s Time to Get Social
Social Media is the best opportunity for companies of any size and in any industry to connect directly with their consumers. Studies also show that Social Media users are typically more receptive, and those who use Social Media more frequently are even more receptive.
If you want to connect with Generation X it’s time to get Social.