Marketers have a thing for Generation X. The 25- to 44-year-olds have cash, are web savvy, and like technology. What more could a marketer want? (Besides Generation Y . . . )
That's the conclusion of an eMarketer report. The research group notes that 90 percent of Generation X is online (1 percent less than Generation Y), and because they're mature adults, they've got real jobs and salaries and stuff. Generation X's total income in 2007 was $3.67 trillion, and that's supposed to grow to $4.2 trillion in 2017 -- which presumably assumes that there isn't a global depression.
"Generation X fervently embraces electronic media," according to the report. "Computers, PDAs and mobile phones are ingrained into all aspects of Generation Xers' lives. They eagerly embrace new gadgets and applications as replacements for existing ones."
