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Coupon Use Prevails with Digital and Mobile Rising

MB2013May_Digital Coupon Usage Growing_Kathleen_IMAGE

It’s clear that the “savings mindset” and sense of joy in finding deals have endured through the recession.  Coupon usage remains popular and consumers are utilizing multiple savings sources more and more to simplify their shopping experiences.  With the influx of coupons offered through digital and mobile outlets, consumers are finding value and savings across a variety of sources.

According to eMarketer, last year, 92.5 million people redeemed a digital coupon in the U.S.  By 2014 it is estimated that digital coupon users will surpass 100 million.  A recent study by Linkable Networks found similar trends and evidence consumers are turning more to digital platforms to acquire coupons.  While 78% of survey respondents named the Sunday paper as their source for coupons, 61% are now using online sites for coupons and promotion codes.

As more consumers adopt smartphones, the growth of mobile couponing is imminent.  In 2010, U.S. mobile coupon users totaled 12.3 million; however by 2014 this figure is estimated to increase to 53.2 million.

Consumers are using their mobile devices to search for coupons based on specific categories and their unique shopping plans or needs.  According to a report from ad network Chitika, the clothing, restaurant, and retail industries comprise nearly 68% of those category-specific mobile coupon searches.

While mobile users span a broad range of demographics, it is women and consumers 18-44 years old who are most likely to embrace digital coupons. Not surprisingly, that is also the population making the majority of the purchase decisions on a day to day basis as well!

  • Women are more likely than men to search for coupons on coupon and deal websites (67% vs. 56%).
  • 69% of consumers 18-44 years old are more likely to search coupon and deal websites or seek coupons on mobile phones.

Mobile devices offer a range of options in distributing coupons, including SMS offers, mobile apps, mobile enabled websites, email offers, and mobile barcodes, providing consumers with a multitude of options to save.

Are you currently utilizing digital coupons as part of your promotions strategy?  If you’re not, it may be a good idea to include them as part of your campaign to benefit from the growing population now embracing digital savings.

Have you had success with digital and mobile coupon campaigns? If so we’d love to hear your thoughts.

kathleen
A savvy shopper and coupon fanatic, Kathleen lives and breathes coupons and deals on a daily basis. She is a marketing professional enthusiastic about competing industries and organizations, the savings landscape, traditional and new media outlets. Kathleen currently works at Valpak in competitive media and has been with the company since 2008. Kathleen is involved in the identification and communication of trends essential to the development of sales initiatives, strategic account growth, new products and services. She has an M.B.A. with concentrations in Marketing, Management, and Business Sustainability practices.
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