Hispanics, African Americans Adopting Mobile Technologies Fastest

The mobile boom is in full swing across the globe today. And based on the latest industry insight and data, smartphone penetration is growing fastest among Black and Hispanic populations. Portada reported Tuesday that U.S. smartphone penetration is quickly approaching 50 percent, so “it’s no surprise that the adoption of mobile shopping tools has been …   Read More

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The mobile boom is in full swing across the globe today. And based on the latest industry insight and data, smartphone penetration is growing fastest among Black and Hispanic populations.

Portada reported Tuesday that U.S. smartphone penetration is quickly approaching 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.

The data presented by Portada was derived from a recent shopper behavior study conducted by Omnicom.

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.

“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.

“Digital shoppers are just shoppers,” adds 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.”

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4 comments

  1. David Cole

    In addition to shopping, both those groups outpace Whites in downloads, texting, and social media interaction. Providing ongoing relevant promotion and marketing communication targeted to the AA & Hispanic audience brand and organizations can build, connect and engage deeper with those audiences. Our mobile marketing agency focuses on those audiences…

  2. Marshall

    This is quite an amazing discovery. I agree with Philip, it'll be interesting to see how major conglomerates like WalMart and Target use mobile marketing to attract their large target market into their stores. I feel as though they will probably just make their websites mobile friendly, maybe drop a mobile app allowing consumers to compare on the go and of course launch some text broadcasting with coupons that are relevant to their audience's interests.

  3. Philip Garner

    Good read! However, this makes me wonder how the companies that specifically target African American and Latino customers will use this information to enhance their mobile marketing strategies.

    1. MMWmichael

      Thanks, Philip. You're absolutely right. It will be a fascinating story to watch unfold as marketers determine what to do with this valuable information.

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