June 26, 2012
African American and Latino Shoppers Use Mobile Shopping Technology More
Although smartphone use in the United States skews lower among African Americans and Latinos, a new behavioral study shows it’s not stopping both groups from shopping online via mobile technology. Â The report implies African Americans and Latinos are using shopping technology more.
When compared to their Caucasian counterparts, 18% of African Americans and 16% of Latinos use mobile shopping technology, according to a study conducted by The Integer Group, a leading global promotional, retail and shopper marketing agency, and M/A/R/C Research. This is compared to 10% of Caucasian shoppers.
Findings from the report show 21% of African- American shoppers use their phone to read product reviews and upkeep shopping lists while 20% of Latino shoppers use their device to compare prices on items, reports MarketWatch. This is in comparison to 13% of Caucasian consumers.
The recent mobile shopping finds are slated to change the way marketers target multicultural shoppers.