Target audience: Gen X / Generation X in the Philippines

Selected insights on target group: Gen X / Generation X in the Philippines

• Many Gen X / Generation X have a high annual household income
• An honest and respectable life has more importance to Gen X / Generation X than to the average consumer
• Finance and economy are relatively prevalent interests of Gen X / Generation X
• Gen X / Generation X are less likely to have video gaming as a hobby than the average consumer
• Gen X / Generation X remember seeing ads on social media more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Philippines
• Gender of consumers in Philippines
• Consumer’s level of education in Philippines
• Share of consumers in Philippines in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Philippines live
• Communities where consumers live in Philippines

• Most important aspects of life for consumers in Philippines
• Top 10 interests of Gen X / Generation X in Philippines
• Top 10 hobbies and leisure activities of Gen X / Generation X in Philippines

• Agreement with statements in Philippines
• The 10 most important issues facing Philippines according to Gen X / Generation X
• Political attitudes of consumers in Philippines

• Top 10 places where Gen X / Generation X in Philippines have come across digital advertising in the past 4 weeks
• Devices consumers in Philippines use regularly to access the internet
• Social media activities in Philippines by type
• Places where consumers in Philippines have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Philippines have been using in the past 4 weeks