Study Suggests Mobile is Mandatory for Multicultural Shoppers
In 2010, a Nielson survey revealed that African Americans and Hispanics talk and text on mobile phones at a much higher rate than their Caucasian counterparts. So, it should be no surprise that a new study suggests both African Americans and Hispanics are adopting to new shopping technologies at a much faster rate as well.
According to an ongoing shopping behavior study conducted by The Integer Group, a marketing agency, and M/A/R/C Research, eighteen percent of African-American shoppers and sixteen percent of Hispanic shoppers use their mobile devices to research and make purchases as compared to ten percent of Caucasians.
The study also shows that one in five African American shoppers (twenty-one percent versus thirteen percent of Caucasian shoppers) use their phone to read product reviews and maintain shopping lists, and one in five Hispanic shoppers (twenty percent versus thirteen percent of Caucasian shoppers) use their mobile device to compare product prices.
With these new findings, marketers who want to win over multicultural shoppers, will soon have to make mobile advertising mandatory.