What Influences Gen Xers' Purchase Decisions?
According to the U.S. Census Bureau, the median income of households led by householders aged 35-44 years and 45-54 years are $78,368 and $80,671, respectively, compared to just $62,294 for households led by 25- to 34-year-olds and around $40,000 for even younger householders.
Interestingly, marketing to Gen Xers requires a totally different approach than targeting Millennials, who practically live their entire lives online. According to a poll conducted by YouGov on behalf of MarketingCharts, TV ads and word-of-mouth are the most important purchase influencers for Generation Xers, beating any type of paid online advertising by a significant margin.
This chart shows what influences purchase decisions of Americans born between 1965 and 1981.