While Gen X may not be digital natives or early adopters, they are highly engaged online, and their importance to your brand should not be discounted. Gen Xers are 66 million strong, and while they make up only 25% of the population, according to Forbes they represent 31% of the spending power.

According to eMarketer:

• An estimated 91.3% of Gen X used the internet regularly in 2016.
• 4  in 10 internet users ages 34 to 50 said they spend at least 11 hours per week online outside of work.
• eMarketer estimates that 77.7% of Gen X were digital video viewers last year—a number that will increase slightly, to 78.2%, in 2017.
• 73% of internet users ages 35 to 54 said they watch YouTube videos “to learn how to do something.”

Read the full article at eMarketer.