Blacks are leaders when it comes to mobile usage

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Prosper Insights & AnalyticsRBR-TVBR has used its virtual pages to encourage broadcasters to keep up with internet and mobile applications. A new report from Prosper Insights & Analytics suggests that when it comes to mobile and stations serving the African-American audience, this goes double.


According to PI&A, the Black population has a 27% higher mobile aptitude score than the population as a whole, and when it comes to a number of mobile usages, the group scores even higher.

With a score of 100 equaling the total for Adults 18+ (par), here is how Black users stack up in a number of critical-for-advertisers shopping categories:

INDEX: Blacks 18+ vs. Adults 18+
* 144 “Check in” for a discount
* 138 Compare prices and purchase from * the same retailer’s website*
* 137 Compare prices and purchase from another retailer’s website*
* 137 Request a price match
* 136 Scan a QR code to get more information about a product
* 129 Compare prices and purchase from the same retailer’s website using my device
* 128 Compare prices but still purchase from the same retailer
* 127 Compare prices and purchase from another retailer’s website using my device
* 127 Compare prices and purchase from another retailer’s physical store
* 126 Read product reviews to decide between products
Source:  Prosper Insights & Analytics™
*Using laptop/desktop after leaving the store

Blacks are also using their devices to access video and email content. Check it out:

INDEX: Blacks 18+ vs. Adults 18+
* 152 View Video/TV on Mobile Device
* 145 View Sports on Mobile Device
* 141 View News on Mobile Device
* 131 View E-mail on Mobile Device
Source:  Prosper Insights & Analytics™

RBR-TVBR observation: Any broadcast station should be paying close attention to these numbers, and any radio station with a significant percentage of Blacks in its audience should be doing triple back-flips to get in on the deal with Sprint that will activate FM chips in mobile devices.

In either case, if you can give this audience a compelling reason to tune in, and you’ll provide your clients with a compelling reason to advertise – especially since cells are carried everywhere by consumers, making them the ultimate point-of-purchase advertising vehicle.