A black woman with a tablet computer
A black woman with a tablet computer.

As smartphones continue to penetrate the United States, a new study suggests shopping technology is used more by African-Americans and Latinos. Eighteen percent of African-Americans and 16 percent of Latinos used this technology as opposed to 10 percent of whites. The study was done by The Integer Group; one of the world’s largest promotional, retail, and shopper marketing agencies. MarketWatch reports:

U.S. smartphone penetration is nearing 50 percent, so it’s no surprise that the adoption of mobile shopping tools has been rapid. African Americans and Hispanics are adopting new shopping technologies at a faster rate than Caucasians, with 18 percent of African American shoppers and 16 percent of Hispanic shoppers using their mobile device to make purchases as compared to 10 percent of Caucasians. This was revealed in the latest issue of The Checkout, an ongoing shopper behavior study conducted by The Integer Group® and M/A/R/C Research.

One in five African American shoppers (21 percent versus 13 percent of Caucasian shoppers) use their phone to read product reviews and maintain shopping lists and one in five Hispanic shoppers (20 percent versus 13 percent of Caucasian shoppers) use their mobile device to compare prices on products. Despite smartphone penetration skewing lower among African Americans and Hispanics than Caucasians, both are leading the charge by using mobile as a means to access the digital world of shopping aids.

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