Gen X Crossroads: Audience Insights Report

Posted on November 30, 2023 by Media Culture

Generation X, often seen as the bridge between the analog past and the digital future, plays a pivotal role in shaping today's media and cultural landscapes. This generation brings a unique blend of pragmatism and technological fluency to the table, marked by its diverse experiences and perspectives. Our Generation X Audience Insights report offers a comprehensive exploration into the dynamic world of this generation, revealing how their distinctive experiences and viewpoints influence current trends and market dynamics.

/// What You'll Learn

Dive into our analysis of Gen X, a generation balancing traditional values with digital savvy. The report uncovers their unique blend of experiences, from witnessing the emergence of personal computers to pivotal moments like the Fall of the Berlin Wall, shaping their perspectives​.

Sourced from respected sources like the AARP, Brookings Institute, Pew Research, and the U.S. Census Bureau, our insights provide a well-rounded view of Gen X's evolving dynamics.

This report includes:

  • Demographic Overview: Gen X, aged 42-57 in 2022, make up 20% of the U.S. population and is the most foreign-born generation. Delve into a generation that seamlessly navigates the intersection of emerging technological trends and enduring cultural values.
  • Wealth & Homeownership: With a median wealth of $181K, Gen X controls a significant portion of U.S. wealth, and their homeownership rate of 71% offers insights into their market influence​.
  • Employment & Economic Outlook: Comprising 35% of the U.S. workforce, this generation faces unique financial challenges, including the highest debt levels among all generations, impacting their purchasing power and prospects for retirement.
  • Family Dynamics: 64% of Gen Xers are married, and many are part of the "sandwich generation," managing the dual responsibilities of caring for aging parents and children. This dynamic offers a unique perspective on their priorities and spending habits​​.
  • Values & Social Views: Their emphasis on dependability, safety, and societal stability is crucial in understanding their consumer behavior and social attitudes. Gen Xers are largely independent, with nuanced views on political and social issues, influencing their engagement with brands and content​​.
  • Media & Technology: Equally engaged with the internet, social media, and television, Gen X shows a notable preference for radio and practical technology. They actively engage with online news and sports, indicative of their diverse consumption habits​​.
  • And more...

Download the report today to unlock the vast potential the Gen X market offers.

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