Black consumers 18 and older 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 a report from Prosper Insights & Analytics.
Overall, black consumers have a mobile aptitude score of 127.3, indicating that they have a higher mobile capacity (+27 percent) than adults over the age of 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, according to survey findings.
The survey also found that 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, according to the report. Additionally, they are more likely to treat a brick-and-mortar store as a showroom to evaluate products and then buy online.
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