Race Ethnicity and In-Store Mobile-Assisted Shopping in the US

Today, it is arguably important for retailers to incorporate digital technology as part of the in-store shopping experience. As such, this research examines specific elements of this process—the relationship between race, ethnicity, and consumer use of mobile coupons and digital barcodes to facilitate purchase decisions. Data were collected by telephone survey of a nationally representative sample of US adults. Results indicate minority (Non-White) adults are more likely than White adults to use their mobile phone in-store to purchase products with mobile coupons and to scan barcodes for product information. Individuals who use both social media and who own tablets or E-readers are more likely to use mobile phones to scan barcodes for product information. Those who use social media are more likely to use in-store mobile coupons. Shoppers with a household income greater than $75,000 are more likely to use mobile phone coupons. Findings indicate firms can further target consumers based on digital device ownership, social media habits, race and ethnicity, and income. Implications concerning in-store mobile coupons, digital barcodes, and targeting minority consumers are addressed.