African-Americans Prove Particularly Receptive to Advertising

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. (more…)