Last week a generational survey by Barkley determined that members of the millennial age group seek affirmations for purchases and enjoy shopping in groups. While the generation has often been cited as venerably tech-savvy, new research from Consumer Cellular and research firm Flying Coyotes suggests they are not alone.
The results of a survey released Tuesday show Baby Boomers are increasingly savvy when it comes to smartphones and mobile devices. Specifically, the study found only 25 percent of Americans aged 40 and above find these devices to be "difficult to use."
Additionally, 60 percent of smartphone users in this generation download financial apps that offer access to bank accounts and stock market information, and 67 percent are active on Facebook.
"It is a common misconception that smartphones are complicated or hard to operate," said John Marick, CEO of Consumer Cellular. "But as we see in this survey, an overwhelming majority of current smartphone owners ages 40-plus were able to teach themselves the functions of their device."
As smartphones continue to accumulate a wider portion of the mobile market share, it's likely that retailers will be forced to shift their practices according to the capabilities of a mobile-savvy consumer base.