Focus on Generation X: targeting the over-40s.

Raised on Star Wars, Star Trek, and Goldorak, Generation X represents the 40-62 age group. Having witnessed a significant digital transformation, they grew up alongside technological breakthroughs like the launch of video game consoles and the founding of Apple. In an era fueled by the golden age of traditional media, Generation X is the child of color television.

⏰ Time to decode a generation shaped by so much change!

🔎 The Generation X profile

63% of the digital time spent by those over 40 is on mobile devices, namely smartphones and tablets. 📱

To get straight to the point, Generation X spends nearly two hours a day on social media. 77% of 40-62-year-olds use Facebook every month, not to mention that a quarter of LinkedIn users are over 35. This generation is particularly receptive to web-to-store services like click and collect, drive-throughs, and reserve-in-store options. They have a strong interest in these services, as they are the generation that conducts the most research on brands and products. 🚩

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🤝 Social media usage: some stats we love…

47% of Generation X use social media to search for products, and 57% have already interacted with a brand on these channels.

▶▶ YouTube Focus

A closer look at YouTube: not only is it visited monthly by three-quarters of those over 40, but the platform is used to stay informed (68%) or to learn via tutorials (73%). Furthermore, Generation X considers video to be the most relevant format for making an online purchase decision. The power of YouTube lies in the fact that 64% have already purchased a product or service featured in an ad.

👍 Facebook Focus

While the majority of users are 25-34, Generation X is well-represented (32%). Facebook, originally considered a social network for the youth, has seen the trend reverse over the past few years. The average age of users is rising, and Generation Z is giving way to their elders.💡

📌 Pinterest Focus

For a change from the usual networks, forty-somethings stand out with their high level of activity on Pinterest. The majority of users belong to Generation X. While the platform was previously dominated by a largely female audience, trends are shifting, with the number of male users increasing by 40% in just one year. 🏅 Pinterest is the go-to network for seeking inspiration and ideas. Popular topics include home decor and design, followed by fashion, clothing, and beauty.

👨‍🎓 LinkedIn Focus

Finally, those over 35 make up 24% of LinkedIn users. A channel not to be underestimated.

There is no doubt about it: Generation X is active on social media! Head to Facebook, YouTube, Pinterest, and LinkedIn to reach the over-40s. 🏆

To learn more, contact us!

💻 Screens are a hit with the over-40s

As we’ve seen, people over 40 spend time researching brands and products. While social media serves as an information channel, Google remains the undisputed leader for answering all kinds of queries. This naturally brings us to SEA, or paid search. The idea—or rather, the goal—is to get a brand to appear in the top Google search results to maximize visibility and convert target audiences.

In the same vein, display advertising is an essential lever for reaching the over-40 demographic.

By leveraging programmatic advertising, Klox uses highly precise targeting and ad optimization methods, allowing us to reach prospects based on both socio-demographic and psycho-sociological criteria.

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🎮 Let’s not forget that Generation X is the same generation that spent hours playing pinball, Pac-Man, or Space Invaders. Every era has its trends: today, the over-40s are just as likely to be found playing Candy Crush or Battle Royale. 78% of 35-49 year olds and 63% of 50-64 year olds play video games, favoring tablets and computers as their gaming devices. As you can see, video games are a major opportunity, especially considering that more than a third of Gen X plays every single day. It’s time for In-Game Ads or playable ads to drive branding and conversion. There’s an ad for every type of player.

🖥 The over-40s are on mobile, tablet, and PC, but they can also be targeted outdoors. By using DOOH (Digital Out Of Home), we tap into a lever for demographic and geographic targeting. This makes it possible to display advertising messages in supermarkets, train stations, cultural venues, or coworking spaces (the over-40s account for 62.8% of people who work remotely).

👉 In short.

📢 Generation X is connected—much more than it seems. They are underestimated as consumers because of the focus on the generations that precede and follow them. They appear as a ghost generation in the advertising world.

On the contrary, they are the generation that researches brands the most before making a purchase.