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Research Outline
Prepared for Michelle M. | Delivered November 13, 2019
Gen X
Review your project details
Goals
Provide a
p
s
y
c
h
o
g
r
a
p
h
i
c
profile of Gen X, including information on where they spend time on the Internet, their interests, hobbies, what they read, and where they go on vacation, in order to understand this demographic of wine buyers
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Early Findings
Generation X, which is approximately
70 million individual
s between
ages 38-50
, is said to vary widely in their attitudes and behaviors.
Many grew up in households where both parents were working and were
the first "latchkey" kids
or were part of a divorced household.
Significant events
witnessed by this generation
include the beginning of
A
T
M
s
, the dot-com boom, cell phones becoming popular, and internet becoming a part of daily life.
They are considered a
'work hard, play hard'
generation who had a high work ethic, and many are now at the peak of their careers.
While Gen
X
e
r
s
struggle with debt, the majority of GenXer are homeowners, and they may even become t
he wealthiest generation
in the coming years.
Around
50%
of Gen
X
e
r
s
financially support both a parent and a child.
They use
social media often
, and are likely to engage with advertising on Facebook the most. They check
e
m
a
i
l
o
f
t
e
n
, across many devices.
81%
have Facebook accounts, which they use mostly to read news and keep up with and share information on their kids' activities, rather than self promote.
They spend around
32 hours each week
consuming media.
Shopping is a key hobby of this demographic, with their big purchases likely related to the home, and at stores like Home Depot or Pottery Barn.
82%
own their own homes.
They spend more than any other generation on trips (an average of
$627 per day
) and are more likely to go to high priceprice locations and take short weekend trips.
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