Multicultural Mobile Behavior Insights: What You Need to Know

Summary

Facebook synthesized analysis from four sources to report on the use of mobile by U.S. multicultural consumers in their shopper journeys.  Those sources were:

• A GfK “Omni-channel Shoppers” study of 2,407 African-Americans, Hispanics, and Asians
• An eye-tracking and EEG study of 65 African-American and Hispanic adults 21-50 by Neurons, Inc.
• Nielsen’s Total Audience Report
• Their own internal data on Facebook users with African-American, Hispanic, and Asian “affinity,“ – inferred affiliation, “based on interest only, not by identification of user ethnicity.”

Based on their analysis of data from these sources, the authors reported that :

• Mobile device penetration among multicultural groups is very high: 90% among US Hispanics; 91% among African Americans; 94% among Asian Americans (Nielsen)
• African-Americans’ and Hispanics’ online purchases are evenly divided between desktop and mobile; African-Americans and Hispanics are more likely (52% and 59%, respectively) to purchase through their mobile phones than the general population.
• Asian-Americans’ online purchases skew more toward desktop (70%; source: Facebook pixel data)
• Multicultural segments use mobile for research of in-store and desktop purchases more than the general population (GfK)
• African-Americans and Hispanics inspect fewer products when purchasing on mobile than when purchasing on desktop, and their mobile shopping experience is “more mentally taxing” (Neurons)