Mobile Marketing: Hispanics adopt new shopping technologies at a faster rate than Caucasians

U.S. smartphone penetration is nearing 50 percent, so it's no surprise that the adoption of mobile shopping tools has been rapid. Hispanics and African Americans 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.

This was revealed in the latest issue of The Checkout, an ongoing shopper behavior study conducted by Omnicom  The Integer Group and M/A/R/C Research.

One in five African American shoppers (21 percent versus 13 percent of Caucasian shoppers) use their phone to read product reviews and maintain shopping lists and one in five Hispanic shoppers (20 percent versus 13 percent of Caucasian shoppers) use their mobile device to compare prices on products. Despite smartphone penetration skewing lower among African Americans and Hispanics than Caucasians, both are leading the charge by using mobile as a means to access the digital world of shopping aids.

"Basic mobile communication through SMS and mobile websites should be the points of entry. Mobile marketing to multicultural shoppers is a huge opportunity," said Martin Ferro, senior account planner for Velocidad, a Hispanic promotional, retail and shopper marketing capability of The Integer Group.

Additional findings on mobile shopping from The Checkout:

-- Almost as many shoppers are using coupons from email and e-newsletters (49 percent) as they are from the Sunday paper (57 percent).

-- Men might be the traditional lovers of tech toys, but when it comes to using technology to enhance shopping, women are ahead of the curve.

-- Having children in the household drives accelerated adoption of digital technologies to deliver shopping solutions for busy moms and dads.

"Digital shoppers are just shoppers," said Ben Kennedy, group director of Mobile Marketing at Integer. "Digital shopping tools are illustrative of the continued blurring of the on- and offline spaces. Today's reality is that shoppers use whatever tools they have on hand to make them smarter, savvier shoppers."

Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed. The Checkout is available for download at Integer's blog ShopperCulture.com.


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Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.

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