Have Cell, Will Shop: African Americans More Likely To Use Mobile Devices For Shopping

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March 19, 2013 ‐ By Ann Brown
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Have you done research on your mobile before buying something in the store? You are not alone. According to a new study, African-American consumers use mobile devices for shopping more than the general population. In fact, black consumers ages 18 and over are more mobile-minded than the general population. And they’re on the leading edge of engagement when it comes to using their mobile devices to view online content and find other information as they do their shopping, reports Target Market News.

The study, conducted by according to Prosper Insights & Analytics, found that overall black consumers have a mobile aptitude score of 127.3, indicating that they have a higher mobile capacity (+27 percent) than most adults 18 and older.

Blacks use their mobile devices to comparison shop, to price match, and to get more detail on a product. And get this: after checking out a product in the store African Americans are actually more likely to buy online.

To that end, Adweek says African Americans shop online more than other groups. Affluent African Americans are shopping online at record levels, reports the magazine. Almost half of survey respondents made at least 30 percent of their retail purchases online. More than 22 percent of affluent African Americans made at least half of their retail purchases online.

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