Those ages 35 to 54 reported spending an average of 54 minutes per day on Facebook, according to a November 2018 survey from Cowen and Company. Younger Xers (ages 35 to 44) spent 33 minutes per day on Instagram, vs. 24 minutes among those ages 45 to 54.
While Gen X's social network usage and time spent makes it easy for marketers to reach them, they don’t love encountering social ads. According to a September 2018 survey from Morning Consult, 56% of Xers said there is too much advertising on the social venues they use.
They're Split on Privacy Concerns
One in three Gen Xers (ages 35 to 49) said they don't trust any social media channels, according to a December 2018 survey from Adobe. Nearly the same number of respondents (27%) said they are not comfortable sharing personal info with brands. These privacy concerns drop substantially when looking at younger generations, and those older than Xers express heightened privacy concerns, comparatively speaking.