If you’re between the ages of 38-56, you’re a Gen X group that many might consider as tech-savvy as Gen Y, halfway through the transition to a fully tech era. Or Gen Z that was born can use technology at all. and dare to use technology to the fullest
The proportion of Internet users aged 16-64, with 30%, rose to 39 percent among users in European and North American countries. It can be said that the rate of Internet users is higher. Because Gen Z groups and millennials are very interested in brands and marketers. But they overlooked Gen X, possibly because Gen X’s influence and online spending couldn’t be assessed.
In addition, COVID-19 is a factor that makes Gen X, the power spending group for themselves and their families. Turn to spend more digitally. Which of these matters, brands and marketers should not be overlooked.
When a lockdown occurs, the consequences are rapid. resulting in the use of digital Although Gen Y and Gen Z didn’t take much time to adjust. But for Gen X, the need for confidence in the use of platforms such as TV viewing platform subscriptions increase during the epidemic.
The number of Facebook users in 2017 through Q2 2020, Gen X users remained at 77%, unchanged. But it’s growing back on other platforms like WhatsApp, TikTok and Instagram, with a 48% increase in usage over the same period. Plus, see more of these activities on your desktop screen. Average usage is 1.52 hours per day. The amount of time spent on mobile is an average of 3 hours per day.
Another interesting thing is that Gen X are less likely to turn off online ads or use ad-blockers than Gen Z, and Gen X is more focused on ads on the platform they access than marketers or ad-blockers. Brands are less interested in them.
As you may have overlooked, Gen X is the group with the most brand loyalty. including a group of people “Listen” The sound of word-of-mouth branding is greater than any other generation.
Financial Confidence Is Still Less
Although Gen X people are starting to adjust more online shopping channels. But they also have high concerns about paying online, with 28% of Gen X likely to spend more than Millennials and 13% more than Gen Z.
This concern for Gen X’s financial spending shows that they are 46% more likely to spend online when it comes to price, 49% best deals, and 39% brand loyalty.
However, Gen X is a high-income group. have private property Be a full-time employee and have financial stability And it has a financial impact of just 37% of the total online spending of Gen X.
Health needs increased by 18%.
Because Gen X are financially wealthy and at some stage they are entering retirement age, they need more convenience and access to health care than other Gens.
During the second and third quarters of 2020, the proportion of Gen X who are more health-conscious, exercise, go to the gym and take care of their beauty has increased from 40% to 46%. Focus on fruits and vegetables over meat, increased from 14% to 17%
Plus Gen X residents are more environmentally conscious with the expectation that the environment will improve. Increased environmental awareness (recycling) by 11%.
digital media behavior
Gen X digital media consumption continues to grow. If we look at the matter of Coming of Age In 2020, Gen X and Baby Boomers are among the most thriving digital adopters.
Looking back over the past 5 years, Gen X is increasingly using the internet to consume media. Marketers and brands need to connect Gen X behavior with the next generation. in order to see the behavior more clearly.
in the United States and Europe The share of Gen X will increase by 5% in Q2 2020 and in Q3, Gen X continues to consume traditional media (radio, TV, newspapers) while having the most media time and willing to pay a lot to buy media as well
Gen X with streaming TV
In 2018, the proportion of Gen X subscribers increased to watch online TV or watch movies online, with 47% of US viewers It’s the country with a 27% streaming membership, while Europe saw a 16% increase in 2018.
Streaming service providers such as Netflix, Amazon, and YouTube have identified Gen X as an opportunity for growth, forcing them to partner with coveted content partners. More Gen X, with BBC iPlayer taking over 55% of Gen X’s audience. therefore cannot be underestimated
Reasons for using social media
The reason why Gen X is fully immersed in social media is not just watching TV online or spending more time socially. Instead, they use social media as their primary means of communicating with their friends and family. Followed by the consumption of information and current events.
Additionally, a quarter of Gen X think social media has content like media organizations and news on the mainstream media. Compared to Q2/2020, over 12% of Gen X people are likely to use online media to keep up with news. And in the third quarter of 2020, that figure increased to 28% in terms of accessing information and following brands they like. Another 19% said they followed brands and thought of purchasing a trusted brand. and more guarantees from the mainstream media
Social media in the eyes of Gen X goes beyond Facebook.
A third of Gen X have more than seven social media accounts. Back in 2017, over 77% of the internet population outside of China was actively using Facebook. Other online platforms such as WhatsApp rose from 51% to 61% and Instagram from 38% to 57% during the third quarter of 2020, reflecting that Facebook was not the only social medium that was the most important to access. Aside from Facebook anymore, all online media are of similar importance.
Outside of China, Gen X’s use of TikTok increased from 15% in 3/2019 to 25% in the last month of Q3/2020. The reason why they use TikTok is because they see it as another social media platform. Fun and relaxing media for tough times.
Gen X shopping habits
Although online shopping is very popular among Gen Y and Z, Gen X is growing as well. Because they are more concerned about hygiene when visiting the store. (despite the sterilization and preparation measures)
However, Gen X people around the world are more likely to shop online via mobile than desktop. For Q3/2019 and 3/2020, Gen X Europeans increased their online purchases from 32% to 36%, while North Americans increased from 37% to 46%.
The big question brands and marketers want to know is what Gen X people want to buy. According to the survey, Gen X shopping choices increased 37% from the 3/2018 outbreak of COVID-19. Latin Americans shop online from 15% to 29%, and APAC over 45. % shopping for home decorations
Of course, most online shoppers are women who buy food. Kitchen items and home decor items But in the quarter 1-3/2020, men shopping online increased by 4%, in Asia-Pacific countries such as Thailand, Taiwan, Vietnam and Indonesia.
In addition to buying household items Fashion items like apparel and shoes are also increasingly in demand by Gen X to order online. But the problem is that they are still worried that they will not fit properly, so they want to “try” before ordering
How can brands convince Gen X to buy more?
The main thing that will attract Gen X to pay you is. is to make them feel “Convenience and economy” Brands and marketers need to understand this because it’s what Gen X is primarily aware of.
Another key factor that will capture Gen X’s population is free shipping, easy returns. The payment process is the shortest and safest, as Gen X is still very worried and chooses to pay cash first, pay later.
If brands can’t make these steps as simple and easy as possible. It will quickly lose interest in the brand.
Zeitgeist research also indicates that Gen X want brands to focus more on quality and value, and Gen X want brands to be socially responsible.
Source: GWI
