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© Prosper, 2013
1
Black Consumers’ Mobile Usage and Behavior
March 2013
© Prosper, 2013 2
Media Influence
0% 5% 10% 15% 20% 25% 30%
Electronics
Apparel/Clothing
Grocery (Food/Cleaning/Beauty)
Home Improvement
Car/Truck
Medicines
Telecom Services
Dining Out
Financial Services/Insurance
For each of the following retail categories, please tell us which of the following media influences your purchases. (Please check all that apply):
Mobile Devices (Cell Phone, Smartphone, Wireless Laptop, etc.)
Adults 18+
Black Consumers 18+
Black Consumers 18+ over index
Adults 18+ when it comes to the
purchase influence of mobile devices
across all categories.
Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774
© Prosper, 2013 3
Advice
0% 20% 40% 60% 80%
Other
Instant Messaging
Facebook Retailer/Brand Pages
Read Blogs
Ask for Advice from Facebook Friends
Telephone (Landline)
Mobile Device
Text Messaging
Read Product Reviews
Face-to-Face Communication
How do you seek advice from others about products and services before buying? (Check all
that apply)
Adults 18+ Black Consumers 18+
0% 20% 40% 60% 80% 100%
Other
Write Blogs
Write Product Reviews
Facebook Retailer/Brand Pages
Instant Messaging
Post to Friends on Facebook
Telephone (Landline)
Mobile Device
Text Messaging
Face-to-Face Communication
How do you give advice to others about products and services you have purchased?
(Check all that apply)
Adults 18+ Black Consumers 18+
Regularly or Occasionally SEEK Advice Regularly or Occasionally GIVE Advice
Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774 Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774
© Prosper, 2013 4
Research & Purchase via Mobile
Research on Mobile Device Purchase on Mobile Device
Adults 18+ Black Consumers 18+ Adults 18+ Black Consumers 18+
Apparel 12.5% 17.8% 11.7% 17.1%
Appliances 11.2% 14.6% 4.6% 6.9%
Beauty Products 8.0% 10.7% 6.0% 8.5%
Big ticket electronics 13.2% 17.1% 4.9% 8.1%
Small ticket electronics 13.0% 16.9% 7.2% 10.1%
Entertainment (CDs/Books) 13.2% 17.3% 12.0% 16.3%
Furniture 6.6% 8.9% 2.8% 4.3%
Gift Cards 5.2% 7.3% 5.3% 7.4%
Home Décor 6.9% 9.5% 4.2% 5.5%
Home Improvement 7.2% 8.4% 3.6% 4.6%
Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774
© Prosper, 2013 5
Coupons
73
.7%
63
.2%
64
.4%
57
.1%
21
.7%
14
.6%
70
.1%
59
.6%
63
.6%
56
.4%
23
.4%
17
.3%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Cut them outfrom advertising
inserts
Cut them out orbring them in
from othersources (e.g.newspaper,magazines)
Print them outfrom an email
Print them outfrom a website
Download themto my frequentshopper card
Scan them on mymobile device at
the checkout
Do you redeem coupons in any of the following ways? (Check all that apply)
Adults 18+ Black Consumers 18+
Black Consumers 18+ are slightly more likely than the general population to download coupons to a store loyalty card and scan coupons at checkout from a mobile device.
Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774
© Prosper, 2013 6
Mobile “Showrooming”
How often do you do any of the following on your smartphone or tablet while shopping in a store? (Regularly)
Adults 18+ Black
Consumers 18+ Index
Compare prices and purchase from another retailer's physical store
19.4% 24.6% 127
Compare prices and purchase from another retailer's website using my device
17.2% 22.0% 127
Compare prices and purchase from another retailer's website using my laptop/desktop after leaving the store
18.2% 24.9% 137
Compare prices but still purchase from the same retailer 12.8% 16.3% 128
Compare prices and purchase from the same retailer's website using my device
11.6% 15.0% 129
Compare prices and purchase from the same retailer's website using my laptop/desktop after leaving the store
13.0% 18.0% 138
Request a price match 10.9% 14.9% 137
"Check in"• for a discount 13.3% 19.2% 144
Read product reviews to decide between products 21.3% 26.9% 126
Scan a QR code to get more information about a product 9.4% 12.8% 136
Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774
© Prosper, 2013 7
New Media Devices
0% 10% 20% 30% 40% 50% 60% 70%
Wireless Netbook
Wireless Laptop
Windows Tablet
Windows Phone
Surface Tablet
Sony Reader
Nook Tablet
Nook eReader
Nexus Tablet
MP3 Player
Kindle Fire
Kindle eReader
iPod
iPhone
iPad
Desktop Computer
Cell Phone (Non-Smartphone)
Blackberry Smartphone
Blackberry Playbook
Android Tablet
Android Smartphone
Do you use any of the following? (Regularly)
Adults 18+
Black Consumers 18+
Black Consumers 18+ over index Adults 18+ for
Android and Apple devices. They also under index Adults 18+ for basic cell
phones and desktop computers.
Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774
© Prosper, 2013 8
New Media Activities
0% 20% 40% 60% 80%
Web Radio
View Video/TV Online
View Video/TV on Mobile Device/Cellphone
View Sports Online
View Sports on Mobile Device/Cell Phone
View News Online
View News on Mobile Device/Cell Phone
View E-mail on Mobile Device/Cell Phone
Video Gaming
Voice activated personal assistant on Mobile Device
Tivo/Replay TV/DVR
Text Messaging on Mobile Device/Cellphone
Take Picture/Video on Mobile Device/Cell Phone
Satellite Radio (SiriusXM)
Instant Messaging Online
Blogs
Do you use or do any of the following? (Regularly)
Adults 18+
Black Consumers 18+
Black Consumers 18+ are also more
prone to conduct several mobile activities
compared to the general population.
Source: Media Behaviors & Influence™ (MBI™) Study, DEC-12, N = 19,774
