Mobile Spurs Digital Coupon User Growth

Digital couponing remains popular with users

As consumers increasingly turn to their smartphones, tablets and PCs to shop  online, they are using digital coupons to find new ways to stretch their  dollars. The US recession helped boost the popularity of digital coupons in  recent years. Yet even as the economy recuperates, digital couponing remains a  widespread activity among shoppers.


While the majority of coupon users continue to redeem promotions found in  print publications and circulars, eMarketer estimates that 92.5 million people  in the US redeemed a digital coupon in 2012. By 2014, US adult digital coupon  users will surpass 100 million. Growth will come in at 4.6% this year and will  remain slow but steady through 2014. The number of users who access coupons via  desktop computers is nearing maturity, but mobile coupon users—especially those  who redeem via smartphones—are helping to boost overall growth.


Mobile coupon usage is still catching on. Just 16.3% of the country’s mobile  phone users redeemed a mobile coupon in the US in 2012. But adoption of this  money-saving activity is expected to expand substantially in the next few years.  The number of US mobile coupon users will rise from 12.3 million in 2010 to 53.2  million in 2014, driven by the rapid adoption of smartphones. By 2014, one in  four mobile phone users will redeem a coupon via a mobile device.

CouponGrowth2Based on new data, eMarketer has revised its 2012 projection for smartphone  coupon users upward to 29.5 million from its previous forecast of 28 million.  eMarketer estimates the number of smartphone coupon users last year rose by 66%,  following a growth rate of more than 100% in both 2010 and 2011.

Smartphones let users access deals on the go and have the capability to serve  coupons that are highly relevant based on location, behavior and timeliness.  Those who use these devices have an expanding range of options for delivery of  mobile coupons, including SMS promotions, retail and manufacturer apps,  coupon-specific apps, email offers and mobile barcodes. Additionally, daily deal  sites and apps offering time-sensitive deals have attracted a new audience who  has never before used mobile coupons.



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