As we live in a new DNAge, mobile is becoming THE ‘node in the digital multiverse’.
Generation X is moving into this technological ‘node’ with speed.
This demographic group is in the high earning period in their lives. According to a
new study by eMarketer, the Gen X members were born between 1965 and 1976
and are currently ages 35-46. Comparatively, Generation Y and millennial
consumers have grown up with technology and smartphones. But Gen X
represents those consumers who remember a time without digital advertising and
therefore respond equally to modern and traditional marketing.
Yet here they are, increasingly using mobile as well as Gen Y and millennial
consumers. The average age of smartphone and tablet owners in May 2011 was
31. Approximately 42% of the 35-46 year old mobile users owned smartphones in
February 2011, according to eMarketer.
Both ecommerce and mobile commerce transactional activity for Gen X members is
up. According to Noah Elkin, principal mobile analyst at eMarketer, in an article by
Rachel Lamb in Mobile Commerce Daily, “The challenging thing for a luxury brand is
how to segment out certain populations. The challenge is using digital media and
social media where anyone can engage with you, but doing it in such a way not to
alienate any of the audience groups even if they are on the target market, but are
aspirational.”
Generation X wants to have a more authentic contact with the brand. With the use
of mobile, it is about getting things that are specially marketed to them. This group
has three top activities, which include getting email, checking the news and
weather, and banking transactions.
What was exciting about this study was the finding that Generation X has a high
affinity for the brands they trust and they are willing to pay a premium for their
products. Conversely, they are less interested in trying new brands compared to
younger consumers.
Approximately 70% of U.S. respondents and 30% from other English-speaking
countries reported that brand loyalty was the highest in Generation X consumers.
More than four in 10 of those in this age group stick to brands they like, according
to the study.
With Generation X increasingly using mobile, it stands to reason that if you want to reach them, mobile has to be a considered part of our marketing strategy.
They are today’s gold. “They have entered the prime earning potential of their
careers.”, according to Elkin.
Therefore, if Generation X is at the peak of their earning powers and they are
adapting to mobile faster than most groups, it stands to reason mobile is a key to
unlocking the gold within their universe.
Think MOBILEFirst.
Lance Hanish is Chairman/CEO of Sophis1234 Data.Digital.Direct. He can be
reached at Lance@Sophis1234.com; facebook: Sophis1234; twitter: @Sophis1234; linkedin: Lance Hanish; YouTube: LBC Advertising.
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