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BizReport : Mobile Marketing : May 31, 2013

The rise and rise of mobile coupons

Mobile coupons have seemingly burst onto the scene from nowhere - emerging in the last couple of years as an effective and growing digital marketing activity. A new study by BI Intelligence confirms what many marketers already know - consumers like mobile coupons and they work. Meanwhile, U.K. research shows stagnant growth in consumer use of digital coupons.

by Helen Leggatt

Mobile-generated retail spend could top 15% of retail e-commerce by the end of this year. That's extraordinary considering that, back in 2010, mobile commerce accounted for just 3% of e-commerce. By the end of 2012 that figure had risen to 11%, according to comScore, or $18.6 billion in consumer spending.

However, the rise in m-commerce seems inevitable alongside smartphone adoption figures. Today, the number of U.S. smartphone users using mobile coupons is 29.5 million, a significant rise from 2010 when 7.4 million used mobile coupons. By 2014, this figure is expected to rise further to 47.1 million, according to the BI Intelligence report.

There are also signs that mobile coupons have become more accepted among demographics not usually prone to coupon-clipping. Displaying a coupon at check-out on the latest iPhone is, after all, more de rigueur than fumbling for a clipped piece of paper in a silk-lined Moschino handbag. Furthermore, recent research from Deloitte shows that most (94%) consumers continue to be cautious about their finances with 92% saying they are now 'more resourceful' with spending.

Younger mobile users are also driving mobile coupon use. A recent survey of U.S. college students, conducted by Study Breaks and Campus2Careers, found that this demographic are increasingly turning to their mobile devices to seek out money-saving deals and coupons. Over half (51%) use their mobile device to "always" (20%) or "often" (31%) seek out deals and coupons. Just 10% said they "never" did so.

According to the BI Intelligence report, "For close to 50% of 12-17 year old smartphone owners, the smartphone is their primary internet access device. It follows that for younger consumers mobile commerce and buying via smartphones and tablets will be a habit and much less of a novelty than it is for older consumers".

Just as important as consumer adoption, is marketing's adoption of mobile coupons. Marketer innovation and experimentation, even among formerly reticent consumer packaged goods brands, is, says BI Intelligence, key to mobile couponing's success.

In return for communicating with consumers via a channel they expect, even demand, and one to which they're almost permanently connected, marketers are experiencing much higher redemption rates with mobile - 10% compared with print coupon rates of 1% - as well as more detailed consumer data. Today's increased need for consumer data will continue to drive mobile coupon use.

In comparison, research in the UK may point to a plateauing of mobile coupon use. According to coupon and voucher services provider Valassis, 90% of consumers now say they use coupons, but growth in the use of digital coupons has remained flat. Only eight per cent 8% of shoppers are using Internet coupons more than they were last year and only 9% are using mobile coupons more.

Image via Shutterstock

Tags: brand marketing, coupon trends, mcommerce, mobile coupons, mobile marketing, mobile payments, retail

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