When it comes to savvy shopping with a smartphone, black consumers are ahead of those of other races. The Integer Group, a brand marketing and retail promotions agency, recently reported that African Americans used Google Maps, Web reviews, shopping lists, bar code scanners, and mobile-based payment systems on their mobile devices more often than other races. They were less likely, however, than Latino shoppers to use mobile devices to comparison shop. The study found that when engaging with brands or receiving access to content and promotions, African Americans by far preferred texting as a means of interaction. In addition, black consumers, more than other groups, had a greater penchant for exclusivity, desiring to get a little something extra from brands and retailers that wasn’t offered to everyone else.
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