A recent study by AVANTE medios analyzes the key characteristics of Generation X (aged 45-54) and Millennials (aged 30-44) in Spain, highlighting their demographic evolution, consumption habits, and relationship with media. Using data from INE and AIMC Brands (2025), it reveals marked contrasts influenced by their historical context and technological adaptation. Both generations have decreased by 7.5% over the last decade. In 2022, Generation X comprised 7.95 million individuals (18.65% of the population), while Millennials totaled 9.04 million (21.2%).
Geographical distribution of both generations:
- Generation X: 64% are concentrated in Andalusia, Catalonia, Madrid, Valencia Community, and the Canary Islands.
- Millennials: 66% in the same regions, but with greater geographical mobility.
Lifestyle and Consumption
Housing and Economy
- Generation X: 90% own their homes (50% have paid off their mortgages). 81% are active in the labor force.
- Millennials: 78% own their homes (39% have mortgages). 84% are employed, but 33% prioritize work flexibility.
Shopping Habits
Spending on food
- 52% spend over €100 per purchase
- 56% spend less than €100
Key criteria
- Quality (79.5%), promotions (79.7%)
- Low prices (61.7%), online discounts (51.2%)
Innovation
- Index 120 for participation in sweepstakes
- Index 154 for purchases on deal websites.
Media Consumption and Relationship with Brands
Television and Radio:
- Generation X: 166 minutes daily on linear TV (they prefer Mediaset and Atresmedia). 75.4% listen to traditional radio.
- Millennials: 96 minutes daily on TV. 44% consume online radio.
Digital and Social Media:
- Generation X: 214 minutes daily on the internet. They prefer Facebook (88.6%) and digital news (34% use online editions).
- Millennials: 218 minutes daily. They dominate Instagram (87.5%), TikTok (67.6%), and streaming (Netflix has a 14% higher affinity than average).
Relationship with Brands:
- Generation X: They value in-person customer service (83.7%), loyalty to brands that simplify their lives (73%).
- Millennials: They seek interaction on social media (60% prefer chat apps), transparency (93% trust user reviews).
Key Recommendations for Brands:
- Generation X: Phygital strategies (physical-digital integration), practical messaging, and family promotions.
- Millennials: Emotional content on social media, personalization, and self-service options.
This analysis underscores the need to address each generation with differentiated tactics, leveraging their unique relationship with technology and media.
