Yahoo has released some new findings from a study on marketing to Generation X. It aims to provide insight into how to better understand people from this generation, their interests and how brands can better engage with them.

“Generation X, made up of 81 million adults between ages 35-54, has the highest spending power today, controlling 29% of estimated net worth dollars and 31% of total income dollars in the US,” a Yahoo spokesperson said in an email.

According to the findings, Gen Xers are mobile-obsessed, multi-taskers, social butterflies, and brand lovers.

“79% of Gen Xers are smartphone users, and this is expected to grow to reach 88% by 2018,” the spokesperson says. “During primetime hours (7pm and 11pm), 84% of Gen Xers are using 2+ devices and switching between them 9.2 times per hour. The most common combinations of device usage during primetime are TV and laptop or TV and phones.”

“Nearly 80 million Gen X users visited a social media site last month. 75% of those users consumed content, including articles and videos, while 43% shared and reposted content created by others,” they say. “Nearly 1 in 3 Gen Xers consumed content posted by brands or companies on social media, and 30% are more likely to engage or click on an ad that is aimed specifically at their generation.”

You can find the full study here.

Image via Yahoo (Twitter)