Target audience: Gen X / Generation X in Singapore

Selected insights on target group: Gen X / Generation X in Singapore

• There are Gen X / Generation X throughout all income brackets
• Being successful has less importance to Gen X / Generation X than to the average consumer
• 48% of Gen X / Generation X are interested in politics, society and current world events
• 47% of Gen X / Generation X have traveling as a hobby
• Gen X / Generation X remember hearing ads on music portals and streaming services less often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Singapore
• Gender of consumers in Singapore
• Consumer’s level of education in Singapore
• Share of consumers in Singapore in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Singapore live
• Communities where consumers live in Singapore

• Most important aspects of life for consumers in Singapore
• Top 10 interests of Gen X / Generation X in Singapore
• Top 10 hobbies and leisure activities of Gen X / Generation X in Singapore

• Agreement with statements in Singapore
• The 10 most important issues facing Singapore according to Gen X / Generation X
• Political attitudes of consumers in Singapore

• Top 10 places where Gen X / Generation X in Singapore have come across digital advertising in the past 4 weeks
• Devices consumers in Singapore use regularly to access the internet
• Social media activities in Singapore by type
• Places where consumers in Singapore have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Singapore have been using in the past 4 weeks