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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.

"If you think about it, people are renting out our list by being featured as a daily deal," said Julie Mossler, Groupon spokesperson. "They are getting access to our customer list for that one day. But we will never sell our customer data."