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Who Buys Source

In 2009, Gen Xers (individuals born between 1965 and 1976) represented approximately 16% of the total U.S. population -- or 49.660 million people. By gender, 50.3 of Gen Xers are male, and 49.7% are female.

U.S. Census Bureau, 2010

Racial and ethnic composition of Generation X (individuals born between 1965 and 1976) in 2009: White (non-Hispanic), 62%; Black (non-Hispanic), 12%; Hispanic (any race), 18%; Asian (non-Hispanic), 6%; all other races, 2%.

U.S. Census Bureau, 2010

Marital status of Gen X males: Married, 65.0%; never married, 21.7%; divorced, 10.3%; separated, 2.7%; widowed, 0.3%.

U.S. Census Bureau, 2009

Marital status of Generation X females: Married, 67.2%; never married, 15.8%; divorced, 11.8%; separated, 4.1%; widowed, 1.1%.

U.S. Census Bureau, 2009

Based on research by the U.S. Census Bureau, share of GenX households, by size (includes both family and non-family households): 1 person, 16.5%; 2 persons, 18.4%; 3 persons, 18.8%; 4 persons, 25.9%; 5 persons, 13.0%; 6 persons, 4.7%; 7 or more persons, 2.6%.

U.S. Census Bureau, 2009

Seventy-one percent of GenXers have children living at home.

TNS Retail Forward, 2009


Why They Buy Source

According to a survey by Performics, factors that increase the likelihood of 18-44-year-olds making an online purchase: Free shipping, 85%; free returns, 75%; discounts announced at the home page, 66%; consumer-generated reviews, 53%.

Research Alert, 2010

A 2009 survey by Anderson Analytics asked GenXers why they had joined a social network (multiple answers): Keep in touch with friends, 71%; for fun, 51%; keep in touch with family, 40%; was invited to use the site by someone they knew, 30%; keep in touch with classmates, 7%; keep in touch with business network, 6%; business development/sales, 6%; job searching 4%.

eMarketer, 2009

How They Buy Source

Based on an early-2010 Harris Interactive survey, 62% of 30-39-year-olds and 56% of 40-49-year-olds made an online purchase in the previous month.

Harris Interactive, 2010

According to research by the U.S. Department of Labor, the average annual expenditures in 2008 for households occupied by 25-34-year-olds, by category: Food and alcohol, $6,720; Housing, $17,318; Apparel and services, $1,965; Transportation, $8,699; Health care, $1,737; Entertainment, $2,766; Personal insurance and pensions, $5,510; Cash contributions, $1,036; Education, $759; Miscellaneous, $1,650.

U.S. Department of Labor, 2009

According to research by the U.S. Department of Labor, the average annual expenditures in 2008 for households occupied by 35-44-year-olds, by category: Food and alcohol, $8,311; Housing, $20,649; Apparel and services, $2,235; Transportation, $9,797; Health care, $2,499; Entertainment, $3,603; Personal insurance and pensions, $7,165; Cash contributions, $1,550; Education, $953; Miscellaneous, $2,046.

U.S. Department of Labor, 2009

What They Buy Source

According to an early-2010 Harris Interactive survey, GenXers were asked if they had done or considered doing any of the following money-saving activities over the previous six months: Purchased more generic brands, 66%; brown bagging lunch instead of purchasing it, 56%; going to the hairdresser/barber/stylist less often, 43%; cancelled one or more magazine subscriptions, 31%; stopped purchasing coffee in the morning, 27%; cancelled or cut back cable TV service, 26%; cut down on dry cleaning, 24%; cancelled a newspaper subscription, 20%; changed or cancelled cellphone service, 20%; cancelled land line service and only using cellphone, 16%; begun carpooling or using mass transit, 16%.

Harris Interactive, 2010

Based on a 2010 survey by The Nielsen Company, consumer categories that index the highest among GenX shoppers include pet food, carbonated beverages, baby food, cereal and wine.

The Nielsen Company, 2010

A late-2009 Deloitte survey determined that 61% of Generation Xers currently maintain a social networking site profile, up from 57% in 2008 and 51% in 2007.

eMarketer, 2010

Based on a survey by ROI Research, GenX and GenY consumers emerged as the age groups that tended to splurge the most with their spending in 2009. Categories that topped the list of purchases for the younger consumers were apparel, travel/vacation, shoes, and movies at the theatre. 

Online Media Daily, 2009

According to a 2009 study by CTAM Research, percentage of GenXers who own the following technology products: Cellphone, 93%; DVD player, 91%; digital camera, 85%; MP3 player, 59%; DVR, 52%; cable TV, 52%; portable DVD player, 41%.

The Center for Media Research, 2009

Occupation categories of Generation X males: Management, professional and related, 35%; construction, extraction and maintenance, 19%; production, transportation and material moving, 18%; sales and office personnel, 15%; service industry workers, 12%; farming, fishing and forestry, 1%.

U.S. Census Bureau, 2009

Occupation categories of Generation X females: Management, professional and related, 44%; sales and office personnel, 29%; service industry workers, 20%; production, transportation and material moving, 6%; construction, extraction and maintenance, 1%.

U.S. Census Bureau, 2009

According to a 2009 Mintel survey, 63% of GenXers agreed with the statement: "It is important to be well-insured when it comes to life insurance." This compares to 58% of the general population who agreed with the statement. The study also showed that GenXers are less likely than the general population to own non-employer-based life or health insurance.

Marketing Daily, 2009

According to a 2009 survey by Motorola, 64% of GenXers believe that being constantly connected to family, friends and colleages, regardless of their physical location, is a necessity. This compares to 79% of Millennials and 65% of Baby Boomers.

Research Alert, 2009

According to a study by the Sporting Goods Manufacturers Association, participation in team sports by Gen Xers was down 8.3% from 2007 to 2008, while participation in individual/fitness activities was off 2.0%.

SGMA, 2009

Based on a 2009 Ipsos Public Affairs survey, percentage of the following age groups who said taking a vacation is very important: 18-34, 74%; 35-54, 66%; 55+, 61%.

USA Today, 2009

A 2009 study on "comfort foods," conducted by the Center for Culinary Development, found that GenXers are more accustomed to commercial fare, and crave fast food (especially hamburgers) and burritos. GenXers cite branded foods more often than other generations, including their favorite packaged cookies, ice creams, candies and snacks.

Marketing Daily, 2009

A 2009 survey conducted during the Independent Garden Center Show asked GenX and GenY gardeners what types of vegetables and herbs they were currently growing (multiple answers): Tomatoes, 76%; peppers, 39%; basil, 37%; cucumbers, 21%; oregano, 16%; beans, 16%; rosemary, 15%; parsley, 15%; onions, 15%; mint, 15%.

Nursery Retailer, 2009

Where They Buy Source

Favorite social networking sites for GenXers (more than one answer possible), based on a mid-2009 survey by Anderson Analytics: Facebook, 76%; MySpace, 57%; Twitter, 18%; LinkedIn, 13%.

eMarketer, 2010

A 2010 study by The Nielsen Company found that when compared to other adult age groups, GenX consumers had the highest average spending totals per shopping trip at both mass merchandisers and drug stores, and the second highest at grocery stores and supercenters.

The Nielsen Company, 2010

A 2009 Harris Interactive survey asked Gen Xers if they could live in any other state (other than where they currently reside), which one would they choose: 1. Florida; 2. California; 3. Texas; 4. Arizona; 5. Hawaii.

Harris Interactive, 2009

Based on research by Sandelman & Associates, consumers in the 35-44 age group account for the largest share of dinnertime visits to fast food restaurants -- 29%.

Research Alert, 2009

Business Trends Source

A 2010 survey by PricewaterhouseCoopers and Retail Forward predicted that GenX and GenY consumers will be the spending leaders as the U.S. economy recovers.

Retail Forward, 2010

A late-2009 Gallup Poll determined that average daily spending by Americans born between 1965 and 1979 fell from $110 in 2008 to $71 in 2009.

Research Alert, 2009

According to a late-2009 survey by TNS Retail Forward, 47% of affluent Baby Boomers planned to continue to only buy when they truly need things when the economy improves, compared to 38% of affluent GenXers. 

Research Alert, 2009

Based on U.S. Census Bureau figures, the median income for 35-44-year-old men fell 6.8% between 2000 and 2008, while the median income for women in the same age bracket was down only 0.8%.

USA Today, 2009

A 2009 Mintel survey revealed that GenXers are 72% more likely than the general population to be saving for a child's education, and 53% said they expect to be the primary caregiver for an aging parent or relative.

Marketing Daily, 2009

Misc Source

Approximately 20% of GenXers say they have no religious affiliation.

USA Today, 2010

According to a 2009 AARP study, 9% of 35-44-year-olds indicated that have had to move in with friends or family members due to loss of income, a job change, home foreclosure, etc.

AARP, 2009