The world of coupons has long been about traditional formats like the Sunday newspaper inserts. Consumer interest in coupons remains high despite the economic improvement we’re seeing. But, technology is playing a bigger role in coupon redemption and marketers will be turning to digital coupons to round out their promotional campaigns this year.
Digital coupons are also being used by 96.6 million U.S. adults. By next year, that number will grow to 100 million. These figures represent about half of all online users. In the next 2 to 3 years, the number of digital coupon users will grow over 4% annually.
The popularity of digital coupons will be more evident among smartphone users. This year, 47.8% of adult digital coupon users will also turn to mobile coupons in order to score a bargain. By 2015, that number should be at about 59.7%.
Consumers often find these coupons because they are turning to mobile apps. Among other things, shoppers expect mobile apps to provide them with:
- Money-saving offers 67%
- Directions to local stores 60%
- Ability to purchase directly from app 58%
- Coupons 57%
- Loyalty programs 56%
Marketers want to connect with consumers and encourage them to use their apps. One way to ensure more traffic is to provide rewards or coupons on a frequent basis.
To learn more about Coupon Users, check out the Audience Interests & Intent Report available on the Research Store at Ad-ology.com.[Source: Digital Coupons, Mobile Give Cheapskates Staying Power. Emarketer.com. 29 Apr. 2013. Web. 7 May 2013]