Marketing is becoming more and more digital. And digital marketing is becoming more and more mobile as companies note the prominence of smartphones in consumers’ lives. Trouble is, the US baby boomer generation—still a large cohort, and with an out-sized portion of total purchasing power—has a far-below-average rate of smartphone adoption. A new eMarketer report, “Running the Risk of Leaving US Boomers Behind: Marketers’ Emphasis on Mobile Could Isolate This Not-So-Mobile Generation,” looks at what marketers might be missing.
Many boomers have smartphones. But this “many” does not rise to the level of “most.”