Being a smaller generation than the baby boomers or millennials does not make Generation X small in absolute terms. This is a substantial population—some 65 million, by one common calculation—often spending for its kids as well as for itself. Moreover, Gen Xers came of age alongside the internet. Nearly all are online; majorities use social networks and smartphones. For marketers using digital technology to reach consumers, Generation X is (or should be) a natural target, according to a new eMarketer report, “Generation X: A Forgotten Population That’s Well Worth Remembering.”
Though their internet initiation largely predates the Facebook era, Gen Xers have added social networking to their digital activity mix. By eMarketer’s reckoning, three-quarters of US Gen X internet users will log on to social networks at least monthly in 2013. Read the rest at eMarketer.