Hispanics' In-Store Mobile Motivations [CHART]
Hispanic smartphone owners who use their devices to help them shop in brick-and-mortar venues (”Hispanic mobile shoppers”) are motivated more by finding the best price than the right product. This preference also carries over to their perceived benefits of using a store’s own mobile application or website, per new findings released in a Sensis and White Horse report. 55% of Hispanic mobile shoppers said their primary goal when using their smartphone to help them shop was to get the best price, more than double the proportion who said their goal was to choose the right product (26%). Getting in and out quickly (7%), having fun (6%), and getting input from others not with them (6%) were important to far fewer of these respondents.
It is interesting to note that just 6% said their primary goal was to get input from others. This aligns with separate findings from the report, which found that while Hispanic mobile shoppers are more likely than general market respondents to conduct various in-store activities with their smartphones, such as look up specials or sales or scan a QR codes, they are far less likely to search for product reviews and recommendations (38% vs. 68%). Read the rest at MarketingCharts.