African-American consumers are more likely than the average American to consider a range of advertising types as purchase influencers, while being less likely to rely on word-of-mouth, finds Experian Marketing Services in a new study. Advertising’s influence spans online and offline channels: for example, African-Americans are 39% more likely to purchase products they see advertised on their cell phones, while also being more likely to refer to various in-store tactics, such as advertising on the floor.
In fact, 11.5% of African-American consumers say they always refer to advertising on the floor, making them 52% more likely to than the average consumer to do so. Read the rest at MarketingCharts.
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