Black Consumers' Mobile Usage and Behavior

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Black Consumers 18+ are more mobile-minded than the general population and appear to be on the leading edge of engagement when it comes to using their mobile device to aid in shopping as well as viewing online content via mobile devices. Find out more about the mobile usage and behaviors of these savvy consumers.

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Black Consumers' Mobile Usage and Behavior

  1. 1. Black Consumers’ Mobile Usage and Behavior March 2013© Prosper, 2013 1
  2. 2. Media Influence For each of the following retail categories, please tell us which of the following media influences your purchases. (Please check all that apply): Mobile Devices (Cell Phone, Smartphone, Wireless Laptop, etc.) Financial Services/Insurance Dining Out Black Consumers 18+ over index Telecom Services Adults 18+ when it comes to the Medicines purchase influence Car/Truck of mobile devices Adults 18+ across all Home Improvement categories. Black Consumers 18+ Grocery (Food/Cleaning/Beauty) Apparel/Clothing Electronics 0% 5% 10% 15% 20% 25% 30% Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774© Prosper, 2013 2
  3. 3. Advice Regularly or Occasionally SEEK Advice Regularly or Occasionally GIVE Advice How do you seek advice from others about How do you give advice to others about products and services before buying? (Check all products and services you have purchased? that apply) (Check all that apply) Face-to-Face Communication Face-to-Face Communication Read Product Reviews Email Email Text Messaging Text Messaging Mobile Device Mobile Device Telephone (Landline) Telephone (Landline) Post to Friends on Facebook Ask for Advice from Facebook Friends Instant Messaging Read Blogs Facebook Retailer/Brand Pages Facebook Retailer/Brand Pages Write Product Reviews Instant Messaging Pinterest Pinterest Twitter Twitter Write Blogs LinkedIn LinkedIn Other Other 0% 20% 40% 60% 80% 0% 20% 40% 60% 80% 100% Adults 18+ Black Consumers 18+ Adults 18+ Black Consumers 18+ Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774 Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774© Prosper, 2013 3
  4. 4. Research & Purchase via Mobile Research on Mobile Device Purchase on Mobile Device Adults 18+ Black Consumers 18+ Adults 18+ Black Consumers 18+ Apparel 12.5% 17.8% 11.7% 17.1% Appliances 11.2% 14.6% 4.6% 6.9% Beauty Products 8.0% 10.7% 6.0% 8.5% Big ticket electronics 13.2% 17.1% 4.9% 8.1% Small ticket electronics 13.0% 16.9% 7.2% 10.1% Entertainment (CDs/Books) 13.2% 17.3% 12.0% 16.3% Furniture 6.6% 8.9% 2.8% 4.3% Gift Cards 5.2% 7.3% 5.3% 7.4% Home Décor 6.9% 9.5% 4.2% 5.5% Home Improvement 7.2% 8.4% 3.6% 4.6% Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774© Prosper, 2013 4
  5. 5. Coupons Do you redeem coupons in any of the following ways? (Check all that apply) 80.0% Adults 18+ Black Consumers 18+ 70.0% 73.7% 70.1% 64.4% 60.0% 63.6% 63.2% 59.6% 57.1% 56.4% 50.0% 40.0% 30.0% 20.0% 23.4% 21.7% 17.3% 14.6% 10.0% 0.0% Cut them out Cut them out or Print them out Print them out Download them Scan them on my from advertising bring them in from an email from a website to my frequent mobile device at inserts from other shopper card the checkout sources (e.g. Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774 newspaper, magazines) Black Consumers 18+ are slightly more likely than the general population to download coupons to a store loyalty card and scan coupons at checkout from a mobile device.© Prosper, 2013 5
  6. 6. Mobile “Showrooming” How often do you do any of the following on your smartphone or tablet while shopping in a store? (Regularly) Black Adults 18+ Consumers 18+ Index Compare prices and purchase from another retailers physical 19.4% 24.6% 127 store Compare prices and purchase from another retailers website 17.2% 22.0% 127 using my device Compare prices and purchase from another retailers website 18.2% 24.9% 137 using my laptop/desktop after leaving the store Compare prices but still purchase from the same retailer 12.8% 16.3% 128 Compare prices and purchase from the same retailers 11.6% 15.0% 129 website using my device Compare prices and purchase from the same retailers 13.0% 18.0% 138 website using my laptop/desktop after leaving the store Request a price match 10.9% 14.9% 137 "Check in"• a discount for 13.3% 19.2% 144 Read product reviews to decide between products 21.3% 26.9% 126 Scan a QR code to get more information about a product 9.4% 12.8% 136 Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774© Prosper, 2013 6
  7. 7. New Media Devices Do you use any of the following? (Regularly) Android Smartphone Android Tablet Blackberry Playbook Blackberry Smartphone Cell Phone (Non-Smartphone) Desktop Computer Black Consumers iPad 18+ over index iPhone Adults 18+ for iPod Kindle eReader Android and Apple Kindle Fire devices. They also MP3 Player under index Adults Nexus Tablet Adults 18+ 18+ for basic cell Nook eReader phones and Nook Tablet Black Consumers 18+ desktop computers. Sony Reader Surface Tablet Windows Phone Windows Tablet Wireless Laptop Wireless Netbook 0% 10% 20% 30% 40% 50% 60% 70% Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774© Prosper, 2013 7
  8. 8. New Media Activities Do you use or do any of the following? (Regularly) Blogs Instant Messaging Online Satellite Radio (SiriusXM) Take Picture/Video on Mobile Device/Cell Phone Black Text Messaging on Mobile Device/Cellphone Consumers 18+ Tivo/Replay TV/DVR are also more Voice activated personal assistant on Mobile Device prone to Video Gaming conduct several View E-mail on Mobile Device/Cell Phone mobile activities View News on Mobile Device/Cell Phone compared to View News Online the general population. View Sports on Mobile Device/Cell Phone View Sports Online Adults 18+ View Video/TV on Mobile Device/Cellphone Black Consumers 18+ View Video/TV Online Web Radio 0% 20% 40% 60% 80% Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774© Prosper, 2013 8

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