Apple Passbook lets users store passes such as event tickets, retail coupons, store cards and boarding passes on their Apple devices simply by scanning a barcode. But how many consumers are using this? Q2 2014 research by Flagship Research for BlueHornet found that nearly one-quarter (24.5%) of US mobile device users had used Passbook in the six months leading up to polling. Of course, not all respondents even owned Apple devices: 48.1% of smartphone users had an iPhone, while 56.1% of those with tablets owned an iPad.
Those in the 25-to-34 age bracket were the most likely to have used Apple Passbook; 37.7% of that group had done so. Adults 35 to 45 landed in second at 30.1%. Meanwhile, younger millennials, often early adopters, sat in second-to-last place at 15.6%, leading only the oldest age group, 56- to 65-year-olds. Read the rest at eMarketer.