Smartphones to Spur Mobile Coupon Use

Could 2011 be the year that mobile coupons reach critical mass?  Recent data shows that 28% of consumers now have smartphones.  At the same time, over half (54%) of recently surveyed retailers say that within the next year, they’ll be delivering coupons to mobile phones.

A tech-​savvy group of consumers surveyed by IHL Group and Retail Connections sheds light on which smartphones are likely to make it big in the market – based on their planned purchase of next devices:

  • iPhone 49%
  • Android 40%
  • Blackberry 22%
  • Windows 8%
  • Standard mobile phone 8%
  • HP/​Palm 1%

These findings led Greg Buzek, President of IHL Group, to comment that,  “[t]he iPhone is quickly replacing the BlackBerry in the mindshare of consumers and the executive office for many retailers.”

To date, about 25% of smartphone users have either received  or used a coupon that they received via text message. In addition, while they are out and about, 63% of consumers use their smartphone to check on show times or look for restaurants. This group makes a perfect target audience for mobile marketing. To communicate with consumers who are increasingly using mobile phones as a shopping and research tool, vendors are improving their customer engagement methods. Currently, 16% send coupons to mobile screens and 25% use text coupons. By the end of next year, the number will raise to 54% for coupons on mobile screens and 72% for text coupons.

Going forward, marketers will be investing in technology to improve mobile coupon delivery and in metrics to measure return on investment.

[Source: Going Mobile. IHL Services. November 2010. Web. 24 Nov. 2010; Mobile Snapshot. Nielsenwire. 1 Nov. 2010. Web. 24 Nov. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.