Mobile Market Surprise: The Active Boomer Segment

Many big marketers are taking it slow in their choice to utilize mobile marketing. They often cite the fact that usage of advanced mobile phone features—Web, texting, videos, etc.—is happening in a significant way only among younger consumers. Based on a new study from InsightExpress that assumption is wrong.

Approximately 80 percent of all consumers have a cell phone. According to the study, while approximately half of Gen Y consumers (ages 18 to 24) have Internet-capable phones, younger boomers (ages 45 to 54) are not far behind with 39 percent having this capability. In addition, 75 percent of younger boomers have text message capabilities. About 40 percent of Gen Y consumers use text messaging daily, but this technology is now being rapidly adopted by the younger boomer set with sixteen percent using text messaging daily.

All this points to a maturing base of customers for mobile marketing, and it is likely many big advertisers will begin to pay more attention to mobile’s potential in the near future.