Children of Gen Xers Are Key Brand Influencers

Family affects Gen X shopping habits

Gen X shoppers are significantly influenced by their families when choosing brands and making purchase decisions both online and in-store. Children especially have a major role when Gen X consumers decide what to buy.

In March 2011, Experian Simmons asked US adult internet users about the primary factors that affect their shopping behaviors and attitudes. Those ages 35 to 44 overindexed in a number of influences, several involving their children.

For instance, when asked whether their children had a major effect on the brands they choose, Gen X shoppers were 32 percentage points more likely than the average consumer to say yes. Shoppers in this age group also tend to be affected by their children’s requests for certain items. But kids could also be a burden for purchase decisions, if they asked for too many nonessential items. Read More »