Bask Insights

Inside Gen X’s Digital Use and Attitude Towards Ads

An ever more effective way of reaching Gen X is through mobile device advertising. They have also become increasingly “frustrated with ad repetition” of TV and are switching to streaming subscriptions. Gen X is even adapting to smart speakers, 35% report monthly usage.  

From eMarketer:

Xers are specifically receptive of [mobile] ads while shopping in-store (37%), exercising (39%) and running errands (39%). 77% of Xers ages 36 to 52 subscribe to video-on-demand services, up from 64% who said the same in 2017.

Smart speakers are most popular among Xers who own these devices for ordering entertainment (26%) as well as adding products to a shopping cart and purchasing on another device (21%).

For marketers, it’s crucial to meet this dichotomy of a generation where they are, and to come equipped with appropriate and timely messaging that mirrors their unique life stage.

Maxeen Gomez
by Maxeen Gomez


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