How Generation X use YouTube and what that means for your marketing

gen x youtubeBorn between the mid-1960s and late ’70s, Generation X, you know the ones – been around long enough to know a time before the internet, but savvy enough to take on the rapid changes.

I definitely reside in Gen-X so it was with interest that I read recent Google research about how we use YouTube and what that might mean for those businesses marketing to us.  (The research was conducted in the US but the findings are very much relevant to us in the UK).

I’ll summarise the key findings and leave you to read the more detailed coverage by Google as they illustrate it far better than I could but in essence:

Gen Xers account for over 1.5B views every day on YouTube.  75% of Gen Xers watch YouTube at least monthly on any device.

YouTube is influential to this market so if you want to get in on a slice of the action, think video and how you can get your message across in this medium.  In particular, Gen Xs go to YouTube for 3 things:


75% of us of a certain age watch YouTube videos that relate to past events and people.  Want to reminisce – go to YouTube.  Particularly popular are old music, adverts, TV and entertainment.

To keep in the know

68% of Gen Xers use YouTube to stay on top of news and pop culture – particularly to stay in touch with the world of their children.  Mmm, can definitely relate to that.

To learn how to do something

73% of us use YouTube as a tutorial.  From cooking to DIY to crafts (or in my case – helping my daughter to make slime….!) to beauty.

So what does this all have to do with you and your business?

This last finding might ring home, 64% of Gen Xers bought a product or service they saw in a video on YouTube when they were learning how to do something.

So if your target market encompasses 35 to 55 year olds (or thereabouts), creating a video that show them how to do something, that takes them back in time or keeps them informed, with perhaps a subtle link or mention of your product or service, well they might just be influenced to buy from you.

Read the full report here.

Share this post