SEPTEMBER 7, 2011
Usage to nearly double by 2013
Mobile coupons represent a small portion of digital promotions, but usage is growing at a fast pace. The popularity of mobile coupons extends the trend of searching for online coupons, which emerged as a widespread, money-saving activity during the recession.
“Even as the sputtering economy attempts its recovery, the popularity of couponing has continued, spurred in part by the burgeoning daily deals space,” said Noah Elkin, eMarketer principal analyst and author of the new report, “Mobile Coupons: Offers and Deals Light Up the Last Mile.” “Mobile coupons will play a central role in broadening the appeal and acceptance of digital coupons among shoppers.”
eMarketer estimates that nearly 20 million US adults will redeem a mobile coupon this year, including coupons or codes received via SMS, applications and mobile web browsers; quick response codes for redemption online or offline; and group buying coupons purchased via mobile. By 2013, the number using such coupons will nearly double, and 16.5% of all US adult mobile phone users will redeem a coupon that year.