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BizReport : Mobile Marketing : July 12, 2013

Location-based mobile coupons tempt consumers in-store

Location-based mobile coupons are tempting consumers into stores, according to recent research by the U.S.'s largest digital coupon website, particularly when those consumers are in the vicinity.

by Helen Leggatt

When RetailMeNot partnered with The Omnibus Company to survey 1,067 U.S. consumers over the age of 18 during April this year, they found what ever coupon website wants to hear - coupons are popular with mobile users.

More than three-quarters (78%) of those surveyed had done some sort of research on their mobile during the month preceding the survey, and 54% had made a purchase using their mobile device during the same period.

Of interest was that mobile coupons are effective at driving consumers in-store. About half (51%) of respondents said they would be more likely to buy products in-store if they received a mobile coupon while in close proximity to the store. Younger mobile users (18-34) were more likely to do so (63%) than those age 35+ (43%).

Furthermore, respondents indicated that if they were already in-store when they received a mobile coupon they would be 61% more likely to make a purchase.

"There's no doubt that today's consumers are more empowered than ever by smartphone technology, and retailers can recognize and enable those behaviors or lose business to competitors who understand the power of mobile marketing." says John Faith, senior vice president of external affairs for RetailMeNot.

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 a recent BI Intelligence report.

Image via Shutterstock

Tags: consumer survey, in-store mobile, mobile coupon, mobile shopping, mobile use trends, research, retail

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