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The silent generation, baby boomers, generation-X, generation-Y, xennials, millennials, generation-Z – no matter when you were born there’s a nifty little age-group you can be bundled into, but what does it mean for online marketers? Well, it turns out a lot.

Understanding how different generations interact with technology is essential to any organisations marketing strategy, and right now there are three groups you need to tailor your campaigns to.

  • Baby Boomers
  • Generation-X
  • Millennials

But remember, don’t be too wordy! All generations agree 300 words is the sweet spot for article length – just like this one 😉

Baby Boomers

Aged 55+

They might be getting older, but this cashed up generation is surprisingly tech savvy: they watch Netflix, own smartphones, listen to podcasts, shop online, and use social media.

Key facts:

  • 74% of Boomers own smartphones
  • One-in-four Boomers read a digital magazine
  • Half a million Boomers watch Netflix
  • One-fifth are heavy internet users, spending more than 20 hours online each week.


Aged 35-54

Sandwiched between cashed up boomers and digital native millennials, Xers, are often forgotten – but this generation spends more time online than any other.

Key facts:

  • Email marketing works, Xers are constantly checking email across devices.
  • Xers are the most likely to get news from websites or apps.
  • 70% of Xers will purchase from a brand they follow on social media.
  • Half of Xers use their phone to search for a better price when shopping at a retail store.


Aged 18-34

More and more millennials are entering the work force and as their buying power grows businesses are tailoring their message to them.

Key facts:

  • Only 27% of millennials follow the news, compared with 46% of Xers, and 61% of Boomers.
  • Millennials are twice as likely as other generations to turn to social to communicate with a brand.
  • 38% of millennials follow brands on social media for entertainment value.
  • 90% of millennials research product reviews online before making a purchase.

A tailored approach across channels is necessary. You should know who you’re talking to.

Leave us a note. We’re happy to share our approach.