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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.

The technology adoption rate of African’Americans continues to fascinate researchers as evinced in a new study conducted by The Integer Group® and M/A/R/C Research.

According to the behavioral study, “African Americans and Hispanics are adopting new shopping technologies at a faster rate than Caucasians, with 18 percent of African American shoppers and 16 percent of Hispanic shoppers using their mobile device to make purchases as compared to 10 percent of Caucasians.”

That breaks down to 21 percent of African-Americans utilizing their phone to engage in online shopping, reading product reviews and maintaining shopping list, compared to only 13 percent of white shoppers.

Although the rate of cell phone ownership is lower in African-American and Hispanic groups, the high rate of use in shopping mobile technology indicates that the multi-cultural marketing is critical in the mobile space. Much of the date on mobile usage in the past few years has indicated that African-Americans are more likely to adopt new technologies and integrate things like Twitter and other apps into their everyday life; in other words, African Americans over-index when it comes to mobile advertising and mobile adoption.

Don’t think the industry hasn’t taken notice. If it’s not already obvious, we’ll probably be seeing obvious outreach from advertisers soon.

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