Mobile is Mandatory for Marketing to Multicultural Shoppers

June 22, 2012 | by Ned Smith

With smartphone penetration in the U.S. nearing the 50 percent mark, marketers are rapidly adopting mobile shopping tools to reach consumers. For marketers who want to win over multicultural shoppers, mobile will soon be mandatory. That's because African-American and Hispanic shoppers are adopting these new shopping technologies at a faster rate than Caucasians, new research shows.

They use these new technologies both to research products and make purchases. Eighteen percent of African-American shoppers and 16 percent of Hispanic shoppers use their mobile devices to make purchases as compared to 10 percent of Caucasians, according to an ongoing shopping behavior study conducted by The Integer Group, a marketing agency, and M/A/R/C Research.

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