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Men to have 20% higher advertising recall than women. African-Americans had twice the recall of whites and those under 24 had twice the recall of those over 50. 82% of active users were under 24 and African-American and Hispanic consumers were 50% more likely to be SMS users than white ones. Single people were half again as likely to text as married people.
 

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Mobile for the Masses E-mail
Given the public's growing appetite for connective technology, it's not surprising that mobile phone penetration is on par with Internet access. Approximately 80% of respondents reported owning a mobile phone, while 78% of Americans have Internet access, according to a new study by InsightExpress. Mobile phone penetration is actually spread equally across the generations. Although Gen Y (18-24) leads the pack at 85%, it is followed closely by Gen X (25-44) at 82%, younger Baby Boomers (45-54) at 80% and older Baby Boomers (55-64) at 79%. Among these mobile consumers, it's not just the Gen Y-ers who crave the latest and greatest mobile gadgets. While over half of Gen Y-ers and 37% for Gen X-ers would like to upgrade their device in the next year or so, the numbers remain strong for both younger and older Boomers. A healthy 30% of younger Boomers and almost a quarter (24%) of older Boomers plan to upgrade in the next year. Although more Gen Y-ers and Gen X-ers have feature packed phones that allow the user to connect to people and information in a variety of ways, the Boomers are not too far behind. For example, 51% of Gen Y-ers say they have phones that can access the mobile Internet, followed by 47% of Gen X-ers, 39% of younger Boomers and 32% of older Boomers. Furthermore, 75% of younger Boomers have text messaging capabilities, 54% have ring tones, and 52% have camera phones.

A look at today's daily mobile activities also reflects Boomer participation in tomorrow's usage trends. Gen Y sends the most text messages (43% text on a daily basis), but Boomers are taking up this relatively new mode of communication as well. A little over one sixth (16%) of younger Boomers and one tenth (10%) of older Boomers text daily. The Boomers are also not that far behind Gen Y when it comes to daily mobile Internet access. The research finds that 8% of Gen Y accesses the mobile Internet daily, while 4% of younger Boomers and 3% of older Boomers do so. The survey also reveals that individuals of all ages find it hard to tear themselves away from their mobile device while driving. Although Gen Y is more apt to send and receive text messages from behind the wheel, significant numbers from all generations talk without a hands-free device. Despite laws against this behavior in many states, an astounding 47% of Gen Y-ers, 42% of Gen X-ers, 37% of younger Boomers and 28 percent of older Boomers admit to engaging in this practice. Finally, mobile offers good news for advertisers targeting consumers of all ages. The study's findings indicate that two in five Gen Y-ers (40%) using the mobile Internet recall seeing some type of advertisement on their phone, and one in four (25%) older mobile users recall seeing ads on their phone.
 
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