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]