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.