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.
Marcia is a multimedia content producer focusing on technology at Black Enterprise Magazine. In this capacity she writes and assigns stories to educate readers about social media; digital integration; gadgets, apps, and software for business and professional development; minority tech startups; and careers in STEM (Science, Technology, Engineering, and Mathematics). In 2012, she received two Salute to Excellence Awards from the National Association of Black Journalists and was recognized by Blacks in Technology (BiT) as one of the Top 10 Black achievers in the tech arena for 2011 at SXSW in Austin, Texas. She has spoken about technology on panels for New York Social Media Week, at The 2012 Rainbow/PUSH Wall Street Summit, as well as at Black Enterprise'ss Entrepreneurs Conference and Women of Power Summit. In 2011, SocialWayne.com chose her as one of 28 People of Color Impacting the Social Web, and through crowdsourcing she was listed as one of BlackWeb2.0's/HP's 50 Most Notable African American Tastemakers in Social Media and Technology for 2010. Since taking on the role of Tech editor in September 2010, she has conceived and produced five cover stories on Technology and/or STEM and countless articles, videos, and slideshows online.