It appears that the digital divide disappears when it comes to mobile shopping according to recent studies. In fact, research shows that African Americans aged 18 and older are more likely than the general market to reach for their smart phones or tablets to shop and look at online content.
According to Prosper Insights & Analytics, Black consumers have a mobile aptitude score of 127.3, indicating that they have a higher mobile capacity (+27 percent) than all adults 18 or older. In addition to mobile ownership, usage, influence to purchase, and frequency of mobile Internet access, this newly updated study includes various mobile shopping behaviors to provide marketers with a better understanding of shoppers and their propensity towards mobile media.
Blacks are more likely to use the “mobile mall” at their fingertips to get a discount, request a price match, comparative 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 go buy online.
The study also noted that Blacks are more likely than the general population to view TV, sports and news on their mobile
devices.
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