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March 21, 2013 / The_Mike_Johnson

Digital Behavior of Baby Boomers, Gen X, and Millenials


Photo via Blake Spot

eMarketer has released a brief study, “How Digital Behavior Differs Among Millennials, Gen Xers, and Boomers” and has some interesting findings:

Baby boomers (those born between 1946 and 1964)

– Eight in 10, or 59.9 million baby boomers, were regular internet users in 2012β€”and they were even more likely to use mobile phones, though mobile internet and smartphone uptake were slow compared to other groups.

– Six in 10 boomer internet users downloaded or streamed video at least monthly in 2012.


Among Gen Xers, (those born between 1965 and 1980)

– 88.8% were monthly internet users as of December 2012, according to eMarketer estimates.

– 95% using mobile phones, and 60.3% of that group using smartphones.

– 38.4 million Gen Xers, or 62.2% of Gen X mobile users, used the mobile internet at least monthly.

–  Two- thirds used Facebook in particular (65.6%).

– Twitter, however, reached only 14.7% of Gen X internet users at the end of last year, eMarketer estimates, and usage is growing quickly, expected to reach 19.5% of this audience by 2017.

Digital video is even more popular among Gen X internet users than social networking, with 78.7% downloading or streaming video online at least once per month.



92.3% used a mobile phone in 2012, among whom 63.2% used the mobile web and slightly fewer used smartphones.

Millennials have the highest social networking penetration of any generation, and the highest Facebook and Twitter use rates.


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