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10 Percent of Mobile Users Redeem Coupons
By 2013 one in three smart phone users will redeem mobile coupons.
Mobile coupons represent just a small component of our digital promotions, however usage is expanding at a rapid pace. The activity of searching online for coupons surfaced as a widespread, money saving movement during the recession and with the proliferation of smart phone devices, the usage of mobile coupons is merely an extension of this growth phenomenon.
“Even as the sputtering economy attempts its recovery, the popularity of couponing has continued, spurred in part by the burgeoning daily deals space,” said Noah Elkin, eMarketer principal analyst. “Mobile coupons will play a central role in broadening the appeal and acceptance of digital coupons among shoppers.”
eMarketer also estimates that nearly 20 million adults in the US alone will redeem a mobile coupon in 2011, including coupons or codes received via SMS, applications and mobile web browsers; quick response codes for redemption online or offline, and group buying coupons purchased via mobile. By 2013, mobile coupon usage will nearly double, and 16.5% of all US adult mobile phone users are projected to redeem a coupon.
As expected, among smartphone users, penetration is much higher. Currently, nearly 20% of smartphone users will redeem a mobile coupon. By 2013 more than one-third of all smartphone users will be redeeming discounts with their devices.
Mobile Coupon Challenges
“Consumers have started to use mobile devices more extensively at the top of the shopping funnel—to research products and pricing, for example,” said Elkin. “But usage has yet to migrate to the bottom of the funnel on a wide scale. Although awareness of mobile coupons is growing, it remains limited. And most consumers have yet to be convinced of the benefits of using their mobile devices as a payment mechanism, for either in-store or online purchases.”
Another major challenge for Marketers and retailers has been training sales associates to learn the in-and-outs of the mobile coupon programs. In fact, training associates to understand them has been just as difficult as getting consumers to use them.
Are you redeeming mobile coupons? If so, what has been your experience. If not, why? We would love to hear from you.
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