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M-commerce Attracts Much Wider Demographic Than Marketers Assume, Study Suggests

27 Jun, 2012 By: Jackie Jones

DENVER – Those seeing the most benefits from mobile shopping represent a much wider range of demographics than previously assumed by most marketers, according to a new study by The Integer Group and M/A/R/C Research.

African Americans and Hispanics 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 devices to make purchases compared to 10 percent of Caucasians.

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

One in five African American shoppers (21 percent vs. 13 percent of Caucasian shoppers) uses the phone to read product reviews and maintain shopping lists, and one in five Hispanic shoppers (20 percent vs. 13 percent of Caucasian shoppers) uses a mobile device to compare product prices. While smartphone penetration is 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 ads, The Integer Group said.

Additional findings from the study on mobile shopping included:
• 49 percent of shoppers are using coupons from E-mail and E-newsletters, while 57 percent are using coupons from the Sunday paper.
• Women are ahead of the curve when using technology to enhance shopping.
• 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.”

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