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Gen Y more receptive to mobile marketing than Gen Z: Forrester

Gen Y more receptive to mobile marketing than Gen Z: Forrester

While Gen Z consumers use their smartphones more frequently than any other age group, they are also more likely to actively avoid marketing on mobile, according to a new report from Forrester Research.

The annual review of mobile and online use across generations shows that mobile use continues to become more frequent and sophisticated. One surprising finding from the report, The State Of Consumers And Technology: Benchmark 2016, USA, is that use of wearables is declining.

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