I should explain why I believe this market is about to hit.
1) Smart phone hardware is a lot cheaper these days, in terms of purchase cost and in terms of monthly billing, therefore, it is more available and the market population is or should be sufficient soon for major marketing campaigns.
2) Being smart with your cell phone and internet skills is "cool" for the younger generation. Everyone will want to show off their skills by using this technology, information search, purchases in the checkout line, walking up to a poster for a college event, etc. A lot of it has to do with being seen doing these things in front of other people, popularity is serious with the college crowd.
3) Once everyone sees their peers using this, they will want to do this as well.
4) Then the older generations will catch on, based on seeing this done, and wondering what it is all about. Niche markets may alter the adoption in the older generations though, such as coupons for shopping, etc.
I work with college students every day, and they are a fairly predictable bunch. They (generally) don't like to study, but they love new gadgets. Ask them about harvesting their crops on the Facebook "Farm" game. It was all the rage in my labs last semester. This stuff goes viral fast.
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