What you need to know

Generation X is technologically engaged, and ownership of some established devices is the same as that of their younger counterparts. Their technology habits can be limited by a busy schedule and adult responsibilities, but they are willing to use technologies and digital services that can streamline their lives, improve connectivity with others, and provide clear value for money. They are slowly migrating their digital activities to the smartphone, but there is a reluctance to move some of the most sensitive tasks away from the relative comfort of a laptop. Meanwhile, social network use is high and therefore presents an opportunity for targeted advertising, though the level of engagement suggests marketing tactics such as the use of influencers will see little success here.

Generational definitions

Generation Z – born 2000-12

Millennials – born 1980-99

Millennials (younger) – born 1990-99

Millennials (older) – born 1980-89

Generation X – born 1965-79

Baby Boomers – born 1946-64

Swing Generation/World War II – born 1945 or before.

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