When compared
to their Caucasian counterparts, 18% of African Americans and 16% of Latinos use mobile shopping technology, according to a study conducted by The Integer Group, a leading global promotional, retail and shopper marketing agency, and M/A/R/C Research. This is compared to 10% of Caucasian shoppers.Findings from the
report show 21% of African- American shoppers use their phone to read product reviews and upkeep shopping lists while 20% of Latino shoppers use their device to compare prices on items, reports MarketWatch. This is in comparison to 13% of Caucasian consumers.The recent mobile shopping finds are slated to change the way marketers target multicultural shoppers.