Key stat: Gen X consumers will spend $15.2 trillion worldwide this year, the highest of any generation, according to NielsenIQ.

Beyond the chart:

• 65% of Gen Xers use their mobile devices while in-store to get more information on the products sold there and 63% use mobile devices to help them make purchase decisions, according to NielsenIQ.
• 38% cite “an easier way of doing something" as the top definition of innovation, per the same data.

Use this chart: Gen X isn’t just spending big—they’re shopping smart. Brands that streamline the path to purchase—especially through tech—stand to win. Focus messaging on convenience, clarity, and control to convert this high-spending, digitally engaged segment.

Related EMARKETER reports:

• US Social Media Users by Generation 2025 (EMARKETER subscription required)
• US Digital Buyers by Demographic 2025 (EMARKETER subscription required)