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BizReport : Ecommerce : July 26, 2010


Mobile coupon use set to soar

Earlier this month Coupons.com announced it had passed a mobile milestone with over 1 million downloads of its iPhone and Android coupon apps. Now the decade-old e-coupon firm is about to release data showing significant growth in digital coupon use.

by Helen Leggatt

coupons_logo.gifThe media may be telling consumers that the recession is over but, if the increased use of money-saving techniques is anything to go by, consumers are still watching their wallets.

One money-saving device in particular, the coupon, has shaken of any stigma attached to its use, perhaps in part due to the convenience of e-coupons. While only 1.5% of all coupons are distributed digitally, redemption rates are impressive at around 10-15% compared to an overall 1.2%.

According to MarketingVox, Coupons.com is set to release new data this week showing that "more than $1 billion in digital coupon savings was printed or loaded to a store loyalty card via Coupons.com and the Coupons.com network in the last 12 months, out-pacing the growth of coupons distributed in newspapers 10 to 1."

However, many believe it is mobile coupons that are the future. Borrell Associates forecasts mobile coupon growth to rocket from 2009's $5 million to $2.4 billion by 2013.

Coupons.com's mobile applications, including Grocery iQ, saw a big increase in downloads during this year topping 300,000 in the 45 days to the end of June.

"Because the apps are mobile, they are available in the store as consumers browse, compare and finally make their brand decision," said Steve Horowitz, chief technology officer of Coupons.com. "For brand marketers, it means they have the opportunity to engage with consumers throughout the entire path to purchase - from need identification to brand section in the store."






Tags: coupons, m-commerce, mobile commerce, mobile marketing








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