Gen X

There are over 1.7 million Gen Xers who call DFW home. 68% of Dallas-area Gen Xers are homeowners, and more than half have one or more children in the home. A remarkable 64% of them recycle in some way, and over 68% are registered voters. Reflecting the demographics of the state of Texas, and the growing and changing population of the U.S., nearly a third of DFW Gen Xers are Hispanic.

Case Studies

Top Solutions

Weekday Personal Technology Section (Business Section in Friday's Dallas Morning News)**

  • Nearly 30% of the readers of the Personal Technology feature in the Friday Business section of The Dallas Morning News are Gen Xers
  • Over 905,000 Dallas-area Gen Xers agree that they like to keep up with current electronics and technology, and over 20% of them say that their friends will seek their advice before purchasing new technology
  • 36% of this influential group agrees that their mobile phone/smartphone keeps them connected to their social world, and 14% feel that their mobile phone is an expression of who they are

The Dallas Morning News Metro Section, Sunday Edition**

  • 34% of DFW Gen Xers read the Sunday Metro section of The Dallas Morning News
  • Over 683,000 DFW Gen Xers agree that they value the way a newspaper provides local news, and 32% trust the information they read in their local newspaper

Dallasnews.com

  • Gen X makes up 21% of the total U.S. online population
  • Over 40% of the visitors to dallasnews.com in the past seven days were adults 30-44*
  • 73% of Dallas-area Gen Xers agree that they like websites that give them local information, and 46% say that they trust the information they get from Internet sites they routinely visit***
  • Of the over 243,000 DFW adults who have read an online newspaper or magazine in the past seven days, 41% are Gen Xers***

Al Día

  • Nearly a third of Dallas-area Gen Xers are Hispanic, and among Gen X Hispanics in Dallas, over 20% are Spanish-language dominant*
  • Gen X is more than twice as likely to visit www.aldiatx.com*
  • Almost 30% of the Gen X Hispanics in the Dallas area are of Mexican or Mexican-American descent*
  • 41% of Hispanics age 30-44 in the Dallas area agree that companies who advertise in Spanish are respectful of their culture, and 40% agree that they are loyal to products and companies who advertise in Spanish***

Copa Al Día (Event)

  • Of the nearly 50,000 Dallas-area adults that have a high level of interest in soccer, 41% are Gen Xers***
  • Dallas-area adults 30-44 (Gen X) are 55% more likely to play soccer any chance they get***
  • Almost a third of Dallas-area Gen Xers are Hispanic*

Al Día Food Event

  • Over 134,000 DFW-area Gen Xers enjoy traditional Hispanic/Latino foods and beverages***
  • Nearly 78,000 Dallas-area Hispanic adults 30-44 agree that they enjoy sharing their Hispanic culture and heritage with others***

The Dallas Morning News, Sunday Travel Section** 

  • Over 275,000 adults 30-44 have read the Sunday Travel section of The Dallas Morning News
  • 75% of Gen Xers have taken a domestic trip in the past 12 months, and 41% have traveled abroad within the past three years
  • 31% of Gen Xers have done their foreign traveling within the past five years, and when traveling abroad, over 90,000 Gen Xers chose to stay in an all-inclusive or upscale resort

Facebook(R)/Social Networking

  • 27% of Dallas Gen Xers agree that the Internet is the main way they socialize these days***
  • Nearly 30% of these DFW adults 30-44 agree that they enjoy posting and communicating on social networking sites.***
  • 35% feel that their cellphone/smartphone keeps them connected to their social world***

Salut!/Food & Wine Festival/Wine Club

  • Nearly 30% of Gen Xers drink domestic wines one or more times per month***
  • Nearly 40,000 drink wine 14 or more times a month (domestic or imported)***
  • Over 35% agree that they like to try new beverages and wines***

*2011 Release 1 Scarborough Report/Copyright 2011 Scarborough Research All Right Reserved 2011

**2009 Scarborough Custom Recontact Study/2009 Scarborough Resarch All Right Reserved 2009

***2010 Simmons LOCAL Dallas Study (Copyright 2010 Experian Simmons. All rights reserved).