Baby Boomers Not Fans Of Mobile Ads

Mobile shopping and advertising have caught on quickly in the US. While younger mobile users appreciate the convenience of smartphones for shopping, baby boomers are less sure. And they're a lot more sure they don't like ads on their devices.

eMarketer estimates that nearly three-quarters of US mobile phone users, or 59.3% of the total population, own and use a smartphone at least once a month this year. Smartphone penetration is decidedly higher among younger mobile phone users than among their older counterparts—for example, 90.2% of mobile users ages 25 to 34 have a smartphone this year, vs. 40.7% of those ages 65 and up—baby boomers have solid smartphone adoption, at 64.4% of mobile phone users this year.