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IntegerMARCResearch-Mobile-Shopping-Activities-Youth-Minorities-Oct2013Young Americans are more likely than the average shopper to use their mobile devices for a range of shopping activities, according to a new study [download page] from The Integer Group and M/A/R/C Research. While that’s not too surprising, the report also shows that although Hispanics have been traditionally seen as heavily reliant on their mobile devices, African-Americans are just as likely to use their devices for activities such as scanning QR codes and making purchases.

Looking first at mobile device usage among youth, the study indicates that 18-34-year-olds are more likely than the total sample average to have performed each of the 9 activities measured. Some of the more notable gaps were for:

  • Using a mobile-device based payment system to complete a transaction in-store (14% among 18-24-year-olds; 9% among 35-34-year-olds; and 5% among the total sample);
  • Using a mobile device to select a retailer, such as by using Yelp (18% for the 18-24 group; 15% for the 25-34 group; and 9% for the entire sample); and
  • Using a mobile device to make a purchase online (roughly one-quarter of 18-34-year-olds; 15% of the total sample).

While neither African-American nor Hispanic respondents could boast those levels of mobile activity for in-store transactions or retailer selections, more than 1 in 5 reported having used their device to make a purchase online. (In each case, they remained above the overall sample average.)

Both minority groups were also more likely than the sample average to have used their mobile device both for locating a retailer (such as by using Google Maps) and to scan an item in-store.

Previous research from Prosper Insights has also found African-Americans to have an above-average tendency to conduct a variety of mobile activities while in-store.

About the Data: The study was conducted in March 2013 among 1,320 respondents.

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