In a world where we are surrounded by digital inclusivity in our lives, we are becoming more reliant on multitasking virtually as well as physically. Over at Laced, we have explored the nature of what this means and how it impacts and influences our daily lives as a business community, people, family life and consumer mindset. Take a look at our insights paper here for more information.

1. THE DIGITAL
MULTITASKERS
Generation X : The definition of digital
multitaskers, juggling their family, professional
and social lives, all at the click of a button

2. • As glued to their phones as younger generations, Gen X are quickly changing the nature of work.
• Wedged between the Baby Boomers and the Millennial generation, Gen X have been likened to the
‘middle child’. They have had a front-row seat to witnessing the technological revolution from the rise
of computers to the internet and mobile phone use.
• Spending the most time shopping online, this generation grew up playing video games and uses social
media like there’s no tomorrow.
• Gen X are high earners, despite being a relatively small cohort
• Although they are just as connected to their phones, and spend more time on social media than
younger generation, mobile-first content specific to this generation is lacking
• The extent of their social media use is about staying connected, less than self promotion
• Definition of the Netflix binger, almost half of Gen X never watch traditional TV, choosing to watch on
mobile apps and soaking up YouTube content like never before
• Difference in age doesn’t translate into their digital habits when it come to Gen X and Millennials
• Mobile-first content is high in demand and should be top priority when it comes to Gen X
SUMMARY

3. WHAT’S
THE DEAL?

4. Gen X tend to be the heart, voice, ears and eyes of the family and therefore need to
be constantly and immediately accessible. With family, professional and social lives
to keep tracks of, these digital multitaskers are also juggling at least three types of
communications at once; texts, email and calls, and that’s not including Facebook,
Instagram and Twitter.
Gen X are on a par with Millenials when it comes to social media engagement. The
only difference; they use Facebook more frequently in order to stay in touch with
family and friends. Being in constant contact with a mobile device means that online
streaming has never been easier, especially for Gen X’s as they binge watch series as
much as younger cohorts, most frequently on their daily commute.
This shift in hyper-digital consumption could be favourable for brands. Gen X now
blends digital savviness with relatively high levels of disposable incomes, equaling a
dream scenario for providers of media and entertainment solutions.
.
G E N E R A T I O N X

5. Embracing the internet
and devoted to Google
FOR THE LOVE OF
SEARCHING

6. With baby boomers only just getting used to holding a mouse in their hand, as they
surfed the so called ‘web’, Gen Xers embraced this technology without even batting
an eyelid. This cohort are old enough to remember time before the internet but are
also young enough to adapt quickly to the ever-changing technological landscape.
With this comes the extensive use of the global, neverending library and the love of
searching, with the ability to search far and wide for the information that they, not
just want, but need before they make a purchase. Although driven by underlying
skepticism towards marketers, they are willing to spend the time seeking the best
deals they can find.
G L O B A L S E A R C H E R S

7. MULTITASKING
PHONE ADDICTS

8. Although the finger is always being pointed at Millenials for being phone addicts, Gen X are just as
devoted. 97% of Millennials own a smartphone, with Gen X right behind at 96%. Gen X are also more
likely to use their phones at the dinner table than Millennials, spending more time on every device;
phone, computer, tablet. Although this may be the case, the exchange in which they are engaged in is
more likely to be family-related as oppose to a chat with friends.
Generation X have evolved to be the central node in their family unit and all messages travel through
them. This level of multitasking is the point that pulls up Gen X’s smartphone engagement. An
average, a user checks their Whatsapp over 30 times a day and a huge 55 billion messages sent
worldwide per day.
Brands are catching onto this rise in smartphone use by this generation. They are starting to
cater towards this digitally savvy generation by designing and creating apps specifically for them.
Although this rise in smartphone use is mainly for family connectivity rather than pure addiction, this
generation still demonstrates strong ties in multitasking digital behaviour. The heavy reliance that
Gen X have with their smartphones is something that brands are becoming more aware of. We can
expect to see a shift in brand strategies to ensure they stay connected to this generation.
D I G I T A L L Y S A V V Y

9. SOCIALLY
SAVVY

10. • Gen Xers spend almost seven hours a week on social media, compared with 6
hours for Millennials.
Similarly to text and email, Gen Xers have a slightly different approach to the use
of social media then that of Millennials. They use various platforms for connection
rather than self promotion, along with keeping up-to-date with friends and family
who live further away. Due to the constant connectivity that Generation X have with
their smartphones, social media has become a large part of not only their lives but
also their relationships. With users feeling closer to their spouse or partner due to
the continual exchanges throughout the day.
Facebook is the go-to social media platform for Gen X, with a 70% user rate and the
same rings true for Twitter, however less than half are active accounts. This high
percentage on Gen Xers translates into a decreased number using Instagram on a
regular basis. Generation X might be less visual on social media but this turns their
attention to day-to-day news and engaging with brands, making them more likely to
purchase items from brands they follow. This generation are a buying power force
with over 68% making buying decisions based on review.
W H E R E ’ S T H E W I F I

11. ONLINE
STREAMERS

12. For Gen X, consuming digital content is a top priority. The desire to watch high-quality, original
content, along with the privilege of watching it wherever and whenever has been the force
behind the increase in the consumption. Each week about 60% of Gen X stream movies, 55%
stream TV shows and 80% confess to binge-watching TV shows
Gen X are seeking more from digital content and look for different ways to consume it, that is
fresh and fun. They also lead all generations in the amount of time they spend playing games
on their smartphones, with nearly half playing video games at least once a week. As Gen Xers
phone addiction is not dissimilar to that of younger cohorts, brands are now starting to turn
their attention to mobile-first content tailored towards Gen X.
The rise in the consumption of digital formats and streaming has lead to a decrease in the
watching of traditional TV, with Gen Xers picking up traits of younger consumers in the adoption
of streaming services, smartphone and binge-watching. Both Gen X and Millennials name
‘Games of Thrones’ their favorite TV. Both cohorts also find new shows via word of mouth, 63%
watch shows based on recommendations from family and friends
For those in the traditional TV industry, the consequences may be crucial due to this gradual
behavioral move towards increased streaming habits.
N E T F L I X A N D . . .

13. CURIOUS
D
I
Y

14. As well as having a slightly unhealthy obsession with streaming from Netflix, Gen
Xers are also looking for opportunity to learn, grow and improve though their online
watching habits.. With nearly 73% of Gen Xers tuning into YouTube to watch videos
within these 5 categories; home repair and improvement; cooking; technology use
and repair; arts and crafts; and beauty and personal care. This has the potential to
unlock an abundance of opportunities for small businesses to position themselves
in front of the Gen X consumer. In general, viewers watch online videos because
they want to learn something new. Contrary to general TV viewings, how-to videos
are typically watched in response to a specific need or problem, or wanting to know
more about a product before purchase. This forms a niche for brands to reach
those who have or are wanting to purchase their products. So, by aligning this type
of how-to content, brands can target their advertising towards Gen X and there DIY
curious minds.
H O W - T O

15. WHO’S THE
DADDY?
Rise of the Instadads

16. These days, it is common knowledge that picturing everyday life can make you a million on
Instagram; and this doesn’t just apply to the established celebrity. The numbers of the ‘Ordinary
Instagrammer’ is ever growing, however there tends to be two kinds; those that share extreme
travel photos, the other; sharing everyday family life with brutal honesty. This Gen X cohort were
quick to jump onto this ever growing trend and more recently; the dads. The growing band
of ‘Instadads’ use social media to post real-life snaps of their broods. Although they are now
stars in their own right now, they were once branded as the ‘Instagram Widowers’ witnessing
their wives become social media sensations. However, these Gen X Instadads have been taking
a stand, wanting a piece of the action, by taking it on step further and redefining fatherhood.
Sometimes, with the unfair assumption that when dad is looking after the kids he is ‘babysitting’,
these dads having taken to sharing their experiences and sharing their fathering skills with the
rest of the world.
Just two examples;
With over 860k followers, Simon Hooper (@Father of Daughters) posts life as an outnumbered
man in a manic household of 6; being father to four girls. Matt Farquharson (@Pappa_Pukka),
has a following of 42.1k and is father to two girls. This new ‘dadding community’ is ever growing,
with more men finding the balance between work and home.
I N S T A D A D S

17. FOOD
FOR THOUGHT

18. • For brands, understanding and getting to grips with the not so dissimilar cohorts that
are Millennials and Gen X, could result in a pivotal movement. Incorporating Gen X into
Millennial consumer strategies in innovative ways that make them feel inclusive as oppose to
a ‘late to the party’ add on.
• Future mobile-first campaigns need to be simultaneously targeting the two generations
instead of pinpointing Millennials as the key players in digital multitaskers.
• In order to keep Gen X streamers future consumers of traditional TV, TV providers need to
raise the stakes when considering new and creative ideas that are mobile-friendly.
• There is no doubt that there will be an increase in the number of brands who are wanting to
a piece of the action when it comes to how-to videos on YouTube
• The number of Instagram users is always on the rise. The increase in the number of dads
wanting to share their own ways of parenting on Instagram.
K E Y T A K E A W A Y S