African American adults are more likely than the average adult to regularly engage in a number of in-store mobile activities, according to new Prosper Insights & Analytics data. For example, they’re 44% more likely to check in for a discount, 37% more likely to scan a QR code to get more information about a product, and 27% more likely to compare prices and purchase from another retailer’s website using their smart phone or tablet.
Overall, black consumers demonstrate higher mobile “aptitude” than the general adult. They’re more likely to count mobile devices as a purchase influence across various product categories (ranging from insurance to electronics), and they’re more likely to seek and give advice about products and services via their mobile. And while they’re less likely to redeem coupons through traditional means such as cutting them out from advertising inserts or other sources (such as newspapers and magazines), they’re more likely to scan them on their mobile device at checkout. Read the rest at MarketingCharts.