{"id":13548,"date":"2019-04-17T13:05:05","date_gmt":"2019-04-17T07:35:05","guid":{"rendered":"https:\/\/blog.themediaant.com\/?p=13548"},"modified":"2022-04-28T16:25:30","modified_gmt":"2022-04-28T10:55:30","slug":"are-you-leaving-out-the-gen-x-from-your-digital-advertising-campaigns-think-again","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/are-you-leaving-out-the-gen-x-from-your-digital-advertising-campaigns-think-again\/","title":{"rendered":"Are you leaving out Gen X from your digital ad campaigns?"},"content":{"rendered":"<p>Gen X or Generation X basically refers to people born from the early to mid-1960s to late 1970s to early 1980s. Currently, they form the population aged 35 years to 55-60 years.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-69e56da9d0e7f\" ><span class=\"\"><span style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-69e56da9d0e7f\"  type=\"checkbox\" id=\"item-69e56da9d0e7f\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/are-you-leaving-out-the-gen-x-from-your-digital-advertising-campaigns-think-again\/#Why_is_Gen_X_population_important\" title=\"Why is Gen X population important? \">Why is Gen X population important? <\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/are-you-leaving-out-the-gen-x-from-your-digital-advertising-campaigns-think-again\/#Why_is_including_Gen_X_in_the_digital_campaigns_the_need_of_the_hour\" title=\"Why is including Gen X in the digital campaigns the need of the hour?\">Why is including Gen X in the digital campaigns the need of the hour?<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/are-you-leaving-out-the-gen-x-from-your-digital-advertising-campaigns-think-again\/#1_Changing_demographic_mix_of_the_Indian_population\" title=\"1.&nbsp;Changing demographic mix of the Indian population\">1.&nbsp;Changing demographic mix of the Indian population<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/are-you-leaving-out-the-gen-x-from-your-digital-advertising-campaigns-think-again\/#2_Gen_X_is_slowly_catching_up\" title=\"2.&nbsp;Gen X is slowly catching up \">2.&nbsp;Gen X is slowly catching up <\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Why_is_Gen_X_population_important\"><\/span><strong><b>Why is Gen X population important? <\/b><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While India has been known as the country of millennials, this year onwards, the number of millennials would start declining and it would be worth it for the marketers to target older generation through digital as well.<\/p>\n<p>According to data revealed by Nielsen, Gen X consumers are showing growth in the propensity towards using digital platforms for money transfers, entertainment, and news.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_is_including_Gen_X_in_the_digital_campaigns_the_need_of_the_hour\"><\/span><strong><b>Why is including Gen X in the digital campaigns the need of the hour?<\/b><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"1_Changing_demographic_mix_of_the_Indian_population\"><\/span><b>1.&nbsp;<\/b><strong><b>Changing demographic mix of the Indian population<\/b><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Until now, India has been witnessing a growth in the millennial population (roughly, millennials can be defined as people in the age group of 25-35 years). From 2019 onwards, due to slow birth rate growth in India, this population would start shrinking.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-13549\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/04\/x1.png?resize=740%2C343&#038;ssl=1\" alt=\"\" width=\"740\" height=\"343\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x1.png?w=1638&amp;ssl=1 1638w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x1.png?resize=300%2C139&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x1.png?resize=768%2C356&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x1.png?resize=1024%2C475&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x1.png?w=1480&amp;ssl=1 1480w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<p>According to a census report, 41-50-year-old population, who fall in the Gen X category, is the fastest growing segment in India.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-13550\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/04\/x2.png?resize=740%2C418&#038;ssl=1\" alt=\"\" width=\"740\" height=\"418\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x2.png?w=802&amp;ssl=1 802w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x2.png?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x2.png?resize=768%2C434&amp;ssl=1 768w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<p>Hence, it\u2019s time, advertisers start looking at the population cohort just preceding millennials, ie Gen X.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Gen_X_is_slowly_catching_up\"><\/span><b>2.&nbsp;<\/b><strong><b>Gen X is slowly catching up <\/b><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Demonetization in November 2016 played an important role in introducing Gen X to the digital world.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-13551\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/04\/x3.png?resize=740%2C423&#038;ssl=1\" alt=\"\" width=\"740\" height=\"423\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x3.png?w=748&amp;ssl=1 748w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x3.png?resize=300%2C172&amp;ssl=1 300w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<p>Gen X\u2019s foray into digital wasn\u2019t limited to the financial transaction but also spread to entertainment and news consumption.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-13552\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2019\/04\/x4.png?resize=740%2C411&#038;ssl=1\" alt=\"\" width=\"740\" height=\"411\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x4.png?w=1063&amp;ssl=1 1063w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x4.png?resize=300%2C167&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x4.png?resize=768%2C427&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/x4.png?resize=1024%2C569&amp;ssl=1 1024w\" sizes=\"(max-width: 740px) 100vw, 740px\" title=\"\" data-recalc-dims=\"1\"><\/p>\n<p>With Reliance Jio, came another digital wave for Gen X. Low tariff along with low priced data, along with bundled Jio entertainment apps&nbsp;ushered the nation including Gen X into developing digital behavior.<\/p>\n<p>If we look at Jio app subscriber base, we would see that it is equally popular among people above the age of 35 years.<\/p>\n<p><strong><b>Age-wise distribution of Jio App users in India<\/b><\/strong><\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"438\"><strong><b>Age<\/b><\/strong><\/td>\n<td width=\"412\"><strong><b>% Users<\/b><\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"438\">18-25 years<\/td>\n<td width=\"412\">28%<\/td>\n<\/tr>\n<tr>\n<td width=\"438\">26-45 years<\/td>\n<td width=\"412\">48%<\/td>\n<\/tr>\n<tr>\n<td width=\"438\">&gt;45 years<\/td>\n<td width=\"412\">24%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>With time, brands\u2019 outlook towards age-based targeting is changing. E-commerce sites like Seniority, Old is Gold and Elder Ease focuses solely on products and services meant for the elderly. With high purchasing power, increased digital awareness and increasing population, Gen X form an important cohort for ad targeting.<\/p>\n<p>To know more about which platforms give you an opportunity to target Gen X, visit <a href=\"http:\/\/www.TheMediaAnt.com\/Digital\" rel=\"nofollow noopener\" target=\"_blank\"><u>www.TheMediaAnt.com\/Digital<\/u><\/a>&nbsp;or write to us at <a href=\"mailto:Help@TheMediaAnt.com\"><u>Help@TheMediaAnt.com<\/u><\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gen X or Generation X basically refers to people born from the early to mid-1960s to late 1970s to early 1980s. Currently, they form the population aged 35 years to&#8230;<\/p>\n","protected":false},"author":34,"featured_media":13553,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2109,2110],"tags":[1767,1770,1768,1769],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2019\/04\/1-1.jpg?fit=852%2C480&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/13548"}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=13548"}],"version-history":[{"count":5,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/13548\/revisions"}],"predecessor-version":[{"id":20249,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/13548\/revisions\/20249"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/13553"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=13548"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=13548"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=13548"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}