Black consumers 18 and older are more influenced by mobile devices than the general adult population across all retail categories such as dining, financial services, and telecom. They are also more likely to research purchases and redeem coupons on their mobile devices. Black consumers 18+ also engage in "showrooming" and comparing prices on their smartphones while shopping in stores more regularly than the average adult.

1. Black Consumers’ Mobile Usage
and Behavior
March 2013
© Prosper, 2013 1

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. 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. 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. 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. 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 retailer's physical
19.4% 24.6% 127
store
Compare prices and purchase from another retailer's website
17.2% 22.0% 127
using my device
Compare prices and purchase from another retailer's 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 retailer's
11.6% 15.0% 129
website using my device
Compare prices and purchase from the same retailer's
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. 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. 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