Marketers trying to reach the elusive 25- to 44-year-old Generation X segment, which is at the peak of its buying power, face several key obstacles, including splintered media consumption, a greater diversity in "lifestyles," more penny-pinching habits than baby boomers have and an aversion to traditional ads, eMarketer has found. Potential avenues of success include using ads on social networks, boosting mobile marketing and making online shopping more user-friendly.

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