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Black consumers use mobile devices for shopping more than general population

(March 11, 2013) Black consumers 18+ are more mobile-minded than the general population and appear to be on the leading edge of engagement when it comes to using their mobile device to aid in shopping as well as viewing online content via mobile devices, according to Prosper Insights & Analytics.

Overall Black consumers have a mobile aptitude score of 127.3, indicating that they have a higher mobile capacity (+27%) than adults 18+. In addition to mobile ownership, usage, influence to purchase, and frequency of mobile Internet access, this newly updated index includes various mobile shopping behaviors to provide marketers with a better understanding of shoppers’ propensity towards mobile media.

One of the many unique components of the Mobile Aptitude Score is how consumers use their mobile device to assist in purchasing decisions while in a store. Blacks are more likely to use the "mobile mall" at their fingertips to get a discount, request a price match, comparative shop and get more information on a product. Additionally, they are more likely to treat a brick-and-mortar store as a "showroom" to evaluate products and then buy online.

Regularly use smartphone/tablet for the following while shopping in a store (INDEX: Blacks 18+ vs. Adults 18+):

"Check in" for a discount -- 144
Compare prices and purchase from the same retailer's website* -- 138
Compare prices and purchase from another retailer's website* -- 137
Request a price match -- 137
Scan a QR code to get more information about a product -- 136
Compare prices and purchase from the same retailer's website using my device -- 129
Compare prices but still purchase from the same retailer -- 128
Compare prices and purchase from another retailer's website using my device -- 127
Compare prices and purchase from another retailer's physical store -- 127
Read product reviews to decide between products -- 126

*Using laptop/desktop after leaving the store

Blacks are also more likely than the general population to view content such as TV, Sports and News on their mobile device.

Regularly use smartphone/tablet to view content (INDEX: Blacks 18+ vs. Adults 18+):

View Video/TV on Mobile Device     -- 152
View Sports on Mobile Device -- 145
View News on Mobile Device -- 141
View E-mail on Mobile Device -- 131

Source: Prosper Insights & Analytics. To be read as: Score of 100 is flat to general population; Score of 105 indicates score is 5% higher than the general population.

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