OVERLOOKED & UNDER X-PLOITED

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49.3 million

people are in Generation X, ages 28 to 39. Current Population Survey (CPS)

35%

less people in Gen X than in the Baby Boom, and Gen X is 32 percent smaller than Generation Y or the Echo Boom generation. (CPS)

62%

of Gen Xers are married. U.S. Census Bureau (USCB)

37%

of Gen X is in a minority group. (USCB)

16.7%

of Gen X will be Hispanic in 2005, the largest of any minority group. Blacks will be the second largest group, accounting for 12.9 percent of Gen X's population. The U.S. Market for Young Adults: Generation X Grows Up, published by Packaged Facts (PF)

29.7 million

members of Gen X are parents. (CPS)

$36,139

the average individual income of a person in Gen X in 2002. (USCB)

$1.4 trillion

the buying power of Gen X as a whole. Calculation from USCB and Packaged Facts data

$13 billion

The net worth of 39-year-old Michael Dell, founder of Dell Computer, college dropout and highest ranked member of Gen X on Forbes list of World's Richest People. Forbes.com

81%

of people in Generation X are employed full or part-time. (PF)

36%

of Gen Xers invest in stocks or stock options. Scarborough Research (SR)

31%

of Gen Xers used the services of an investment planner last year. (SR)

2/3

of Gen X's parents are Baby Boomers, and the other 1/3 are in the War Baby generation and were born between 1940 and 1945. James Chung of Reach Advisors (RA)

21%

of men in Gen X have never been married, 16 percent of women in Gen X have never been married, and 8 percent off all Gen Xers are divorced. (USCB)

51%

of children under 18 living at home are in households headed by someone from Gen X. (RA)

47%

of Gen Xers' mothers had a full-time job outside of the home when they were growing up. (RA)

31%

of Gen Xers have earned some form of college degree. (USCB)

9%

on average, the percentage more that a Gen X consumer spent on food than the typical American consumer in 2002. Consumer Expenditure Survey (CEX)

20.5%

of Gen X is obese. Centers for Disease Control and Prevention

35%

of Gen X belongs to a church, temple or synagogue. Simmons Market Research Bureau (SMRB)

64.1%

of Gen X male internet users visited a XXX Adult website during February 2004. ComScore Media Metrix

12%

is the average amount more that a Gen X consumer spends on entertainment compared with the typical American consumer. (CEX)

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