August 2011
Generation X (the first generation to grow up with PCs) is as comfortable with digital as with traditional media, according to an eMarketer report "Gen X: Demographic Profile and Marketing Approaches". Gen X constitutes the largest online video audience. eMarketer forecasts that 74.2.% of Gen X internet users (or 43.3 million) will watch online video at least monthly in 2011, and that percentage is expected to grow to 80% (48.5 million) by 2015.
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, according to a survey by GfK MRI.
Top ten product categories purchased online by US Gen X consumers, Fall 2010:
1. Clothing/apparel: 21.9% of respondents
2. Airline tickets: 19.9%
3. Books: 18.2%
4. Hotel reservations: 16.1%
5. Banking services: 14.3%
6. Shoes/footwear: 11.2%
7. Toys/games: 9.4%
8. Mobile phones/accessories: 9.4%
9. Tickets - movies: 7.8%
10. Computer software / accessories: 7.7%
