As the holiday season progresses, retailers may notice more consumers are eager to pay for their purchases with their smartphones. Specifically, these shoppers are converting to alternate payment systems like Google Wallet or PayPal in a big way. Blueshift Research has just released data on consumers who are using digital wallets.

BlueShift Research analysts have noted that a couple of recent industry developments are driving interest in mobile wallets. Apple recently launched Apple Pay now that its latest phones support NFC (near-field communications). And, PayPal will soon become an independent company as they are spun off from eBay. The mobile wallet space is huge because companies that get on the mobile screen of users will be able to capture a small percentage of every transaction. They’ll be eating into the revenues enjoyed by credit card companies.

Currently, about 11.4% of all smartphone owners are using some form of digital wallets on a regular basis. Another 14% say they’ve used this payment form more than once. A small number, 1.6%, have just signed up for one of these systems and are ready to start using them. That leaves 9.5% who have used mobile wallets at least once and over 60% who need to be educated on these products.

For now, the largest percentage of consumers who use mobile wallets, 45%, are between the ages of 18 and 29. However, 28.5% of consumers who have used this payment form in the past month are over age 60, showing that this is not just a young person’s game. The remaining consumers who use mobile wallets are between the ages of 30 and 59.

As more companies enter this space, they’ll be targeting smartphone users. Over 60% of U.S. adults use smartphones according to AudienceSCAN. Women, 54.1%, make up more of this audience than men, 45.9%. These women over-index for having children under age 9 in the home and they are likely looking for time savers, especially smartphones and mobile wallets.

In the next 12 months, over 50% of these audience members will make purchases in drug stores, men’s apparel stores and women’s apparel stores.  During a typical week, over 14% of these consumers go to retail stores, malls or shopping centers. These stores may want to promote their ability to accept mobile wallet payments in order to increase foot traffic. And, they may want to promote themselves via mobile smartphone apps or text messages as over 25% of these audience members have taken action as a result of seeing these types of ads in the past 30 days.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.