And these older customers are spending more via mobile too.
BuzzCity’s latest quarterly report, released today, reveals a subtle shift in the demographic make-up of its global mobile advertising audience.
It says the proportion of over 35 year old users is growing and that the influence of this group is disproportionately high when mobile purchases are made.
Indeed, over-35s made 19 per cent of travel-related purchases, 23 per cent of grocery purchases and 21 per cent of household utility payments globally in the past six months.
Females are also increasing their presence in what has been a space dominated by young males.
There are nearly as many women as men using the mobile web in the United Kingdom (49 per cent), Thailand (43 per cent) and South Africa (40 per cent).
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These markets are followed by France, Germany, Mexico, Philippines, the United States and Saudi Arabia, where at least a third of mobile web users are female.
Other key findings include:
* Ads served by BuzzCity have show year-on-year growth of 139 per cent
* More than 126 billion ads were served in 2011, compared with 52 billion in 2010
* Ten countries are now serving over a billion ads a quarter: India, USA, Indonesia, UK, South Africa, Mexico, Saudi Arabia, Vietnam, Canada and Thailand.
* The industry has failed to communicate the benefits of m-commerce to consumers. 35 per cent of users aren’t aware of the basic mobile transactions available
* Users remain reluctant to engage in remote transactions, with 39 per cent preferring to pay in person, and 21 per cent preferring to charge purchases to their phones.
* The biggest barrier to m-commerce remains the lack of awareness of the tools and services available (35 per cent), and concerns regarding security (27 per cent).
“There are three missing elements, crucial to widespread adoption of mobile commerce,” said Dr KF Lai, CEO of BuzzCity.
“They are communication, education and security. Users are not currently aware of the services out there. When they do come across such services, these simple processes are presented in a very confusing way. Banks and retailers will need to provide their customers with clear and unambiguous assurances about security.”
On a more general basis, India remained Buzz City's most active market, serving over 32 billion ads in 2011.
The UK was top in Europe, and is still dominated by BlackBerry (69 per cent) although this is declining with growing interest in Apple devices.
You can download this report from the ME Reports section. Click here.
For more on Buzz City, go here.
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