As the United States continues to grapple with rising prices and economic
uncertainty,marketers face the constant challenge ofmaintaining a pulse on ever-fluctuating consumer behavior. We have already releaseda u.S.specific versionas part of our suite of2023 Consumer Trends Index reports, but here at Marigoldwe are always looking to empower marketers with additional insights that enhancerelationship marketing strategies. And thus, the generation-speaific ConsumerTrends Index was born.
This ite ration focuses specifically on Generation X consumers,or”GenX.” Similarto the digital natives (Generation Z and Milenials), Gen X consumers seekahigh degree of personalization, want digital-friendly experiences, and use mobiledevices frequenty when researching andmaking purchases.
Privacy concerns are a recuring theme for Gen X consumers. Though they seekpersonalization, Gen X consumers express discomfort with brandinteractions thatrely onlocational data, woice data, and third-party cookie tracking. Fortunately formarketers, Gen X consumers are willing participants of the value exchange, anddisplay aninclinationto exchange certaintypes of personal data in returnfor better
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