When it comes to data, generational spreads are valued above all else. But lumping an entire generation together may not be the way to go, according to new data from consumer intelligence company Resonate. Gen Xers between the ages of 38 and 45, for example, use Twitter 11% more than the average consumer, while 46- to 53-year-old Xers are smack dab on the average for Twitter usage. And while younger Gen Xers use Instagram, LinkedIn and Pinterest considerably more than the average consumer, that’s only the case for LinkedIn with older Gen Xers.
“Younger and older Gen Xers could not be more different, especially in the way they consume media,” said Kevin Shea, senior research manager, Resonate. Ericka Podesta McCoy, CMO, Resonate, added, “If marketers are treating all members of a generation the same, they will fail to create the type of meaningful engagement that drives revenue and love of a brand.”