According to a new study by the Integer Group and M/A/R/C Research published
in The Checkout, 18% of African-American shoppers use their mobile device to
make purchases, as do 16% of Hispanics. But only 10% of Caucasians are already
leveraging mobile as buying tools.
The early adoption of m-shopping features by these demos occurs across the
board in all shopping-related mobile activities. For instance, while the study
showed that only 13% of Caucasians use their phones to read product reviews and
maintain shopping lists, 21% of African-Americans do. And while 13% of
Caucasians use devices to do price comparisons on their phones, 20% of Hispanic
users already do so.
Simeon Spearman on 26 Jul 12The demographic is more likely to remember brands advertised on portable devices and is motivated to visit brand sites and/or retail stores as a result of digital advertising and social posts, Terra found. In fact, 38% of Hispanics agree that they are more likely to visit branded sites and retail stores, compared to just 24% of non-Hispanics.
