4/5/2013
Black consumers are more likely than U.S. adults overall to research and make purchases via mobile devices, according to Prosper Mobile Insights. Differences in mobile shopping habits vary according to product category. Black Americans are 42% more likely than Americans overall to buy apparel via mobile, 60% more likely to buy big-ticket electronics, and 50% more likely to buy beauty products [calculations by Research Alert].
Black adults are more likely than adults overall to engage in various forms of “showrooming,” such as comparing prices while in-store and then purchasing via mobile while still in the store or via computer or mobile after leaving. Not all showroomers purchase from different retailers after price comparison, however. Black shoppers are 38% more likely than shoppers overall to purchase from the website of the retailer they just visited after comparing prices via mobile in-store. They’re also 28% more likely to buy in-store after comparing prices via mobile while shopping. Black shoppers are 44% more likely than shoppers overall to check in at social sites to receive discounts and 36% more likely to scan QR codes to get more information about specific products.
Source: “Black Consumers’ Mobile Usage and Behavior,” March 2013, Prosper Mobile Insights, Pam Goodfellow, consumer insights director, 400 W. Wilson Bridge, #200, Worthington, OH 43085; 614-846-0146; info@goprosper.com; www.prospermobile.com
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