||Black Consumers Most Engaged Mobile Users
Black consumers over the age of 18 are more mobile-minded than the general population and appear to be on the leading edge of engagement regarding the use of their mobile devices to aid in shopping, according to a new study from Prosper Insights & Analytics.
The research found that Black consumers have a mobile aptitude score of 127.3, indicating they have a higher mobile capacity (plus 27 percent) than adults 18 and over.
In addition to mobile ownership, usage, influence to purchase and frequency of mobile Internet access, the index includes various mobile shopping behaviors to provide marketers with a better understanding of shoppers' propensity toward mobile media.
One of the many components of the mobile aptitude score is how consumers use their mobile device to assist in purchasing decisions while inside a store. The study revealed that Black consumers are more likely to use the "mobile mall" at their fingertips to get a discount, request a price match, comparison 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.
A score of 100 is flat to the general population, while a score of 105 indicates the score is 5 percent higher than the general population, and so on. According to the research, when asked how they regularly use a smartphone/tablet while shopping in a store, Blacks aged 18 and older scored:
(Source: Prosper Insights & Analytics, 03/06/13)
- "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
Click here to email to client
Back to Radio Sales Today
Click here to view Job Postings.
Special RAB Marketing Sessions to be Featured at NAB Show
Meeting Radio Revenue Goals in an Uncertain Economy is one of six timely workshops that will be presented by the Radio Advertising Bureau at the upcoming NAB Show, April 6-11 in Las Vegas.
This session will be conducted by Morrison & Abraham President Susan Novicki, who will offer proven strategies for helping advertisers market their businesses during a fluctuating economy, and show you how to find the silver lining in every headline. It's slated for Monday, April 8, from 2:30-3:45 PM.
The NAB Show is the world's largest event covering the development, management and delivery of content across all media. For more information, follow this link.
Special NAB Show Offers Available to RAB Members!
As a proud partner of the 2013 NAB Show, the Radio Advertising Bureau is pleased to extend these special offers to our members for the NAB Show, April 6-11 in Las Vegas.
Register today with code EP51 to get $100 off* SMART Pass or Conference Flex Pass non-member rates. Or use code EP21 for a free Exhibits-only pass.
Rates go up this Friday, March 22, so register today!
*Discount does not apply toward packages not listed. Registration includes access to the Show Floor.