While this generation is digitally curious—eMarketer estimates show that 77.5% of Xers are social network users—their usage tends to be narrower and less experimental than younger generations.
They’re most likely to stick with the platforms they know, which unsurprisingly means that nearly nine in 10 US Gen X social users are on Facebook. Just fewer than half are on Instagram, while Twitter and Snapchat remain the least popular with Xers.
Those ages 35 to 54 reported spending an average of 54 minutes per day on Facebook, according to a November 2018 survey from Cowen and Company. Younger Xers (ages 35 to 44) spent 33 minutes per day on Instagram, vs. 24 minutes among those ages 45 to 54.
While Gen X’s social network usage and time spent makes it easy for marketers to reach them, they don’t love encountering social ads. According to a September 2018 survey from Morning Consult, 56% of Xers said there is too much advertising on the social venues they use. Read the rest at eMarketer.