US Digital Buyers By Age, 2013-2019 [TABLE]
Fixated on the fact Gen Xers are less numerous than millennials or baby boomers, pundits miss the point that Gen X is a large market, some 65 million strong. Members of Generation X are also in a high-earning, high-spending phase of life, which cannot be said of the much-touted but unprosperous millennials. But Gen X—consisting of consumers ages 35 to 50—is tricky to approach, due in part to financial pressures a succession of recessions have imposed on it. A new eMarketer report, “Giving Gen X Its Due: Analyzing a Market of 65 Million Consumers,” explores the demographic and their online and offline shopping habits.
As a highly digital cohort, Gen Xers naturally incorporate digital tools into their shopping. They also blend online and offline shopping in ways that best suit their needs.
eMarketer estimates that slightly more than seven in 10 Gen Xers will make digital purchases this year, with the proportion approaching eight in 10 by the end of the decade.