Study Shows African-Americans and Hispanics Embracing Mobile Shopping Technology Faster Than Other Groups

June 22, 2012  |  

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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