Skip to content

Mobile Device Use By Generation [CHART]

Chart: Mobile Device Use By Generation

Smartphone ownership is the norm for Gen Xers—we estimate that 88.5% of the Xer population, or 57.9 million people, own such a device.

For marketers, knowing how to reach this cohort with timely and relevant communications is key.

Xers look to their phones for convenience and ease of use and are attuned to ads on these devices specifically while multitasking or on the go.

According to a November 2018 survey from AI-advertising platform Aki Technologies conducted by sampling service Lucid, Xer internet users ages 39 to 53 are most receptive to smartphone ads while watching TV (57%) or in bed before sleeping (51%), as is true of all other generations. However, Xers are specifically receptive of ads while shopping in-store (37%), exercising (39%) and running errands (39%).

Xers still watch a lot of nondigital TV at 3 hours, 28 minutes per day, compared with millennials (slightly more than 2 hours according to our forecast figures).

This usage volume means they’re available to see marketers’ advertising, but this generation can be particular about their ad experiences. Read the rest at eMarketer.