Research and Markets: Generation X: Coming of Age Online

DUBLIN, Ireland – Research and Markets has announced the addition of eMarketer’s new report “Generation X: Coming of Age Online” to their offering.

Born between 1965 and 1981, Generation X is no longer the grungy, ripped-jeans kids Time magazine first described in 1990. Gen Xers are now in their peak years of product and service consumption, and they view electronic media as a primary tool for conducting research and accomplishing a vast array of every day tasks.

The Generation X report analyzes the attitudes and behaviors of the first generation to reach maturity sitting in front of computer screens while talking on mobile phones.

According to US Census Bureau statistics, 83.8 million people were in the 25-to-44-year-old Gen X age bracket as of July 2007. And, even to a greater degree than the baby boomers that preceded them, Generation Xers have embraced technology. For information on everything from parenting to consumer products, they go online. For them the Internet, along with mobile phones and PDAs, is a convenient way to shop, bank and network with peers.

Unfortunately, Gen X presents unprecedented challenges to marketers. The media they use is fragmented. They embrace a wider range of lifestyles than previous generations. And, weaned on MTV and cable television, they are largely immune to traditional advertising.

Key questions this eMarketer “Generation X” report answers:

* How does Generation X’s Internet use differ from that of Generation Y’s?
* What role do their diverse lifestyles play in how they use and react to media?
* How have their high education levels and delayed parenting impacted their decision making?
* How are marketers using social networking to reach this diverse, elusive group?

Key Topics Covered:

* The eMarketer View
* Well-Educated, Well in Debt
* Gen X Families
* Gen X’s Use of Electronic Media
* Online Shopping Is Easier, Faster
* Social Networking
* The Power Behind Blogs
* When Online Video Goes Pro
* Casual Online Gaming
* Mobile Phone Ads Are Here
* Conclusion
* Endnotes
* Related Information and Links

Companies Mentioned:

Sources used in report include:

* American Association of Retired Persons (AARP)
* BIGresearch
* BlogHer
* Compass Partners LLC
* Compete, Inc.
* comScore Media Metrix
* comScore Networks Inc.
* Deloitte Sources: Touche
* eMarketer
* Fiserv, Inc.
* Forrester Research
* Frank N. Magid Associates
* Harris Interactive
* Harrison Group
* InsightExpress
* Javelin Strategy Sources: Research
* Knowledge Networks/Statistical Research, Inc. (KN/SRI)
* Lumin Collaborative
* MediaPost Communications
* MQA Research, Inc.
* MTV Networks
* National Retail Federation (NRF)
* Nielsen Mobile
* Nielsen Online
* Pew Internet Sources: American Life Project
* randstad holding
* Synovate
* The Conference Board
* University of Illinois at Urbana-Champaign
* US Census Bureau

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