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BizReport : Mobile Marketing : September 20, 2007

Study: Boomers aren't far behind the Mobile curve

You've probably seen the commercial by now - a grandmother is texting a friend, using the family's mobile minutes and speaking in code just like her young granddaughter. That ad isn't far from the truth according to a recent study from InsightExpress.

by Kristina Knight

The study found that Baby Boomers are quickly adopting new mobile technology. Gen Y (18-24 years) has 85% penetration point with mobile devices while Gen X (25-44) has 82% penetration. Young Boomers (45-54) is showing 80% penetration and Older Boomers (55-64) have a penetration rate of 79%.

Boomer are slightly behind in adopting the latest technologies within their phones like texting, and mobile Internet, but a strong 30% of Boomers said they were going to upgrade their phone subscription in the next year.

According to the report, 16% of Younger Boomers and 10% of Older Boomers are already sending daily text messages. For mobile Internet use, 4% of Younger Boomers and 3% of Older Boomers log on daily.

Joy Liuzzo, Director of Mobile Research at InsightExpress said, "Mobile technology is pervasive, impacting the lives of consumers across generations. This widespread acceptance and appeal is precisely what makes the mobile market attractive to both B2B and B2C businesses."

Tags: mobile advertising, mobile text messages

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