Few marketers would deny the importance of mobile as a medium. With the rise in smartphones and advances in technology, marketers are capable of delivering a rich interactive experience to anyone, anytime. But while mobile adoption has reached saturation across most major age, gender and income demographics, mobile app usage remains largely the domain of the youthful male early adopter. A recent article by eMarketer discussed the findings of a recent Harris Interactive and Ask.com survey which reported that 74 percent of male smartphone owners downloaded apps in October 2010 compared to only 62 percent of females. Age and income were significant factors in proclivity to download apps. Mobile app usage tails off significantly among those ages 45 and above. Similarly, those who earn more than $75,000 annually were significantly more likely to download apps than those who earned less.