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BizReport : Mobile Marketing : September 04, 2014

Report reveals future rise of e-coupons

Changing consumer purchase behavior will drive the doubling of e-coupons redeemed over the next few years, according to a new report from Juniper Research.

by Helen Leggatt

In their latest report, 'eCoupons: Market Trends & Market Dynamics 2014-2019', Juniper forecasts that the number of e-coupons redeemed will more than double over the next five years from 16 billion in 2014 to 31 billion in 2019.

Mobile coupons will be the main driver of redemptions, says Juniper, with print-at-home coupon growth slow compared to online and in-store barcode-based redemptions.

Further more, consumer behavior is changing to increasingly incorporate e-coupon use while researching purchases with many shoppers searching for mobile and online coupons prior to making a purchase. Coupon aggregation websites have seen a sharp rise in visits, as have coupon sections of retailer websites.

Juniper recommends using consumer purchase patterns which were more likely to result in an increase in customer lifetime value. However, the research showed that, despite a trend of context-driven offers, consumers are storing coupons on their devices for use at a later time using such apps as Google Wallet or Passbook.

"Coupons should offer discounts on products that a consumer might be interested in purchasing, rather than those purchased on a regular basis," writes report author Dr Windsor Holden. "Otherwise, coupon redemption represents a loss to the brand or retailer."

In a recent Ask Your Target Market survey, a third of respondents (33%) said they often use coupons when making a purchase while just under half (48%) said they sometimes use coupons.

However, it was paper coupons that were the most popular. More than 8 in 10 respondents used paper coupons compared with 48% who have used online coupon codes.

Image via Shutterstock

Tags: coupon use, ecommerce, mobile, trends

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