Gen X may be social media's most overlooked buyers
New research from Sociallyin reveals that Gen X — one of the most overlooked generations on social media — spends nearly two hours a day on platforms like YouTube and Facebook, using them to research and make high-value purchases. Here's what that means for your brand's social media strategy.
NEWS
6/28/20262 min read
Gen Z gets the headlines, but Gen X may hold the wallet.
New analysis from Sociallyin, a social media marketing agency, makes the case that Gen X — Americans roughly between the ages of 44 and 59 — is among the most valuable yet consistently overlooked audiences on social media. While younger users dominate trend cycles, Gen X brings something brands tend to underestimate: focused attention, platform loyalty and serious purchasing power.
The numbers back it up. Gen X spends an average of 1.9 hours per day on social media, concentrating its activity across three to four core platforms. Eighty-five percent use YouTube. Seventy-four percent of adults aged 50 to 64 are on Facebook, and 90% of Gen X Facebook users are active on the platform at least once a week.
What sets this generation apart, according to Sociallyin, is how it uses social media. Gen X is not chasing every new platform or jumping on viral trends. It is spending time in familiar digital spaces — watching, researching, comparing and making decisions.
"Gen X is one of the most overlooked audiences in social media marketing, but they are also one of the most valuable," said Keith Kakadia, CEO of Sociallyin. "They are not just scrolling for entertainment. They are using platforms to make decisions, compare options, and spend with confidence. That makes them a powerful audience for brands that know how to earn trust."
For marketers, Sociallyin identifies three things worth knowing about Gen X online. First, they research before they spend — using YouTube and Facebook to watch product explainers, read reviews and weigh options before committing. Second, they are easier to reach than brands assume, precisely because their attention is concentrated on a handful of familiar platforms rather than scattered across every new app. Third, they carry quiet but significant buying power, often controlling household budgets and high-value purchase decisions.
Kakadia said the takeaway for brands is straightforward: social media strategy should not be built exclusively around the youngest audience in the room.
"Gen X may not always create the loudest trends, but they often control the spending behind them," he said. "Brands that only chase youth culture can miss the audience ready to buy. The real opportunity is reaching people who are paying attention and have the power to act."