Generation X
The following section details the 4 Generation X codes.
- Southern Starters (4.6%)
- Tend to be office workers at the start of their careers
- Many live in London or the South of England
- They are moderate users of credit and store cards
- They shop at more upmarket supermarkets, and upmarket high street stores
- They are moderately responsive to direct marketing
- Older Suburbs (6.6%)
- Live further out of town in semi-detached houses
- Many live in London or the South of England
- They tend to have higher mortgages or loan payments so disposable income is lower
- They are moderately responsive to direct marketing
- Detached Aspirers (6.7%)
- This group tend to be more well-off young to middle aged families
- They are likely to live in London and the South of England
- They are the most likely group of the Generation X codes to order online grocery home delivery
- Online Families (1.5%)
- Younger families living in town centres
- Many live close to the best performing state schools
- They use the internet for family pursuits and educational purposes
- They are responsive to direct marketing, purchasing moderately valued products
Overview
The Generation X segment makes up 19% of the population. They tend to be aged 25-45 and are office workers or professionals at the start of their careers. A high percentage of them are home owners, living on the outskirts of towns. They have taken full advantage of consumerism, using store and credit cards to increase levels of disposable income. For this reason younger Generation X households, and those with families, will be feeling the effects of the credit crunch and recession.
Media & Shopping
Generation X tend to shop at mid-market supermarkets, they read the Daily Mail, drive budget cars and have a high internet usage, using the internet for comparison site shopping. They are moderate takers of package holidays to a variety of destinations and are regular users and payers of store and credit cards.
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