This year, more than half of US adult internet users, or 102.5 million people, will redeem a digital coupon via any device for either online or offline shopping. New data indicates that there was a significant increase in the number of digital coupon users during the first half of 2013. Based on this, the forecast for the US digital coupon audience who redeem digital coupons is expected to increase 11.0% this year, up from our previous estimate of 4.6%. New mobile coupon users will be the primary growth driver in the US digital coupon audience.
Mobile has played a significant part in digital couponing in 2013 with more than 28% of the people who own a mobile device redeeming a coupon this year. Nearly 70% of mobile coupon users will access coupons via smartphone. The number of US adult smartphone coupon users will increase in digital coupon redemption during 2014. One-third of all smartphone users ages 18+, or 42.1 million people, will use a coupon obtained via app, mobile internet, mobile barcode or SMS this year. The US adult smartphone coupon user base is up 40.9% this year, following 60.6% growth in 2012. New smartphone users, as well as the growing popularity of new mobile apps, local deals, and the integration of couponing into social networks will help fuel increases.
Shopping is one of the most popular activities for tablet users, and consumers are using tablets to find and redeem coupons, primarily at home. The number of tablet coupon users grew dramatically in 2012 as tablet usage crossed over to the mainstream market. This year, 47.1 million people ages 18+, or 45.0% of tablet users, will redeem a coupon obtained from an app, mobile internet, QR code, or SMS on a tablet. This is up 45.6% from 2012, and double-digit growth is anticipated through 2015. The tablet coupon user audience will be more than twice the size it was in 2012.
Now, more than ever, mobile should be a part of your strategic plan. We all have to understand that the journey to the sale is much more complicated than before. We need to create awareness, like we always have, but now we need to create engagement with the potential buyer and communicate with them. Thus the phrase, “Have You Talked To Them Today?”
Certainly, one thing that has changed in the past few years is that nearly everyone now has a smart, mobile device. As mobile continue its explosive growth, it is important to understand what your customers are doing in finding what they are looking for and how they are thinking. That means manufacturers have to talk with retailers constantly and retailers have to talk with manufacturers in a whole new way. Customers are reading their email on their mobile devices. They are using Social media to become better informed. They are researching your business and your products and/or services. They are obviously using digital coupons off of them. It is time to think MOBILEFirst. We can help.
Credit: Information on this subject was gained from a report issued on 102113 from eMarketer. For more information, go to: http://www.emarketer.com/Article/Majority-of-US-Internet-Users-Will-Redeem-Digital-Coupons-2013/1010313#YqRmcwMJSrz805M8.99