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Mobile Shopping’s Early Adopters Aren’t Who You Think They Are

July 9th, 2012 ::

By Rieva Lesonsky

When it comes to mobile shopping, the conventional wisdom about who tech early adopters are isn’t so wise after all. If you think the average mobile shopper is a single, young, white techie guy, it’s time to think again. Mobile Shopping Behaviors, a study by The Integer Group and M/A/R/C Research, found that the biggest adopters of mobile shopping are African-Americans, Hispanics, women and parents.

Here’s some of what the survey found:

Who’s Buying With Mobile Devices?

  • African-American shoppers (18 percent) and Hispanics (16 percent) are more likely to use mobile devices to make purchases than are Caucasians (10 percent).
  • In fact, minority users are more likely to display all types of mobile shopping behaviors, including reading product reviews (21 percent of African-Americans, compared to 13 percent of Caucasians) and comparing prices (20 percent of Hispanics, compared to 13 percent of Caucasians).
  • Women are already the most active users of m-commerce. And both men and women with children were more likely to use mobile devices to make purchases.

Who Wants Mobile Marketing Messages?

  • Parents and minority demographics are also more likely to prefer mobile communications from marketers. Parents liked to interact with brands via text message or mobile apps. And some 42 percent of African-Americans and 30 percent of Hispanics wanted to get text updates, compared with just 21 percent of Caucasians.
  • Minorities were also more likely to use other mobile marketing methods to interact with businesses, including QR codes and mobile websites. Hispanics and African-Americans had adopted these methods, compared to 20 percent of Caucasians.
  • Finally, parents were more open to receiving promotions and advertising messages on their mobile devices than were childless users.

If your target market includes Hispanics, African-Americans, women or parents, you may need to rethink your approach to mobile marketing.

Image by Flickr user Alumroot (Creative Commons)

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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