Why aren’t you receiving mobile coupons?

Only 10pc of consumers have received a mobile coupon: study


March 29, 2012

JCPenney is one of the retailers offering mobile couponsThere is an unmet demand for mobile incentives, with 55 percent of consumers expressing an interest in mobile coupons but only 10 percent having actually received one from a merchant.

Mercator Advisory Group’s “The Mobile Incentives: The Next Step in Device-Based Transactions” report shows that the market is ready for mobile incentives today. While the long-term vision for mobile incentives centers on NFC technology, since wide-scale adoption of this technology is still several years away, this means there is opportunity for non-NFC models to dominate the mobile incentives market in the short-term.

“There is a large disparity between the number of consumers who have expressed interest in utilizing mobile incentives and those who have actually done so,” said David Kaminsky, analyst for emerging technologies at Mercator Advisory Group, Maynard, MA.

“Ten percent of consumers have received mobile coupons from pre-selected merchants,” he said. “However, when questioned, 55 percent said they were interested in doing so.

“That means that 45 percent of consumers have an interest in receiving this type of mobile coupon, they just have not been properly motivated yet.  This disparity existed in all types of mobile couponing or mobile loyalty programs that consumers were surveyed about.”


Interest is high
The growing penetration in mobile is not only driving growth in mobile payment transactions but also in the number of consumers who are using their smartphones to redeem coupons, daily deals and rewards as well as the number of companies engaging in mobile incentives programs.

However, very few consumers currently receive mobile coupons and loyalty offers, with only 10 percent of consumers having received mobile coupons from preselected merchants. Only 2 percent store coupons in a mobile wallet, 4 percent automatically receive coupons from nearby stores, 4 percent have replaced loyalty cards with an app and 4 percent receive reminders of available coupons.

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Do you like receiving offers via SMS text on your mobile phone?

Majority of Mobile Phone Users Welcome SMS Offers 294x300 INFOGRAPHIC: Majority of Mobile Phone Users Welcome SMS OffersAn abundance of mobile ads flooding today’s market still haven’t discouraged a majority of mobile users from being receptive to a good deal served up via SMS.

According to the latest data presented by YouGov, a survey on SMS and mobile phone marketing showed the following:

  • 65% of people like offers on their mobile phones
  • 75% of smartphone users prefer receiving offers via SMS
  • 83% would prefer to receive no more than two offer per month

“Only about 1 in 100 of our clients use SMS marketing, as opposed to 90% of them using email marketing,” said Brandon K. Gaille, the CEO ofSocialMediadd.com. “This low penetration has led to cell phone owners only occasionally receiving offers via SMS text messaging. This is the primary reason for SMS being the most effective mobile marketing medium for eliciting consumer response.”

To review all the morsels of info found in the YouGov study, check out the infographic below.

infographic1 INFOGRAPHIC: Majority of Mobile Phone Users Welcome SMS Offers


Business Insider   Alex Cocotas and Henry Blodget

Yesterday, we hosted our IGNITION WEST: Future of Mobile conference in San Francisco.

To kick off the conference, our BI Intelligence team—Pascal-Emmanuel Gobry, Alex Cocotas, and I—put together a deck on the current trends in mobile. We looked closely at the growth of smartphones and tablets, the platform wars, and how consumers are actually using their devices.

You can flip through the deck below (click on the link).

62 Percent Of Valentine’s Day Restaurant Searches Were Mobile

Feb 15, 2012 at 3:56pm ET by 

Google is releasing some data on mobile search and Valentine’s Day. The company said, “A whopping 62 percent of total searches for popular national chain restaurants [in the US] on Valentine’s Day occurred on high end mobile devices or tablets.”

One more time: 62 percent of all US-based national chain restaurant queries were coming from mobile devices.

Google focused on national restaurant chains because it could disambiguate and identify them as such. It could well be that the 62 percent figure extends across the entire restaurant category.

Restaurant chain searches leading up to Valentine’s Day

Google told me that it sometimes can’t tell what’s a restaurant search and what’s not. For example, someone searching for “radicchio” or “papaya” might be looking for a restaurant, recipes or nutrition facts. By contrast, Google knows for sure that Morton’s or McCormick & Schmick are restaurants.

Google also reported last-minute searches for flower-related terms grew 227 percent during the same week leading up to Valentine’s Day. On the day itself “Consumers were 560% more likely to click to make a call week over week.  And mobile clicks to get directions increased 514% over the same period as people were scrambling to find a nearby florist.”

Google also graphed click to call actions hour by hour on V-Day itself (w/in California), with an early peak at 8:30 am(ish) and another one during the lunch hour.

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Pew Report: 65% View Personalized Search As Bad; 73% See It As Privacy Invasion

Mar 9, 2012 at 10:00am ET by 

Personalized search? Both Google and Bing will tell you that it provides better results. But two-thirds say they don’t care. They view personalized search as a “bad thing,” a new survey finds. Nearly three-quarters also view gathering data to personalize results to be a privacy invasion.

The findings come out of a survey from the Pew Internet & American Life Project. Around 2,000 adults in the US were questioned between January 20 and February 19 of this year as part of a wide-ranging poll about search engine use, though fewer may have answered particular questions.

Personalized Search: A Bad Thing

People were asked how they’d feel if a search engine tracked what they searched for, then used that information to personalize their future search results:

Rather than a straight yes/no option, the choices gave some context. From the chart above about views on personalized search:

  • 65% said it was a “bad thing” since, as the response said, “it may limit the information you get online and what search results you see”
  • 29% said it was a “good thing” because “it gives you results that are more relevant you.”

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Why the mobile Web – and not apps – is the best channel for sales

By Michael Darnaud

A recent ZMags survey, “Meet the connected consumer,” shows that 87 percent of connected consumers prefer to use Web sites and browser-based mobile sites for browsing and shopping, whereas only 4 percent prefer smartphone and tablet applications.

ZMags even concludes that “retailers need to think about the purpose of these apps and determine the role of the app in the customer lifecycle.”

An earlier study, commissioned by Adobe in October 2010 and titled “In-the-Know about On-the-Go: Adobe Captures What Mobile Users Want,” already indicated that 67 percent of shoppers “strongly prefer using mobile Web sites over mobile apps for all shopping-related activities,” so the trend has dramatically accelerated in the past 15 months.


Losing appetite
The reality is that consumers have a hard time keeping track of multiple apps – not to mention having to update them periodically – and would much rather keep more space for music and photos on their smartphones.

Yahoo may well have been showing others the way by announcing last month that it was retiring a number of apps due to poor usage.

In other studies released right after last year’s shopping season, more than 40 percent of mobile buyers reported being unhappy with their shopping experience and consumers still routinely abandon their online shopping carts up to 70 percent of the time.

What can the industry do to demonstrate that it is actually listening to its users?

The first wave of mobile commerce development has favored massive investment in apps for different platforms and different purposes – special promotions, comparison shopping and loyalty programs.

As in any new product introduction, now is the time to evaluate customer feedback via real life behavior to make changes accordingly and also to look at the bottom line.

The connected-consumer study shows that it makes sense to separate the wheat from the chaff and streamline the number of apps, so that a portion of development resources can be re-assigned to improving site design for the mobile Web in favor of the customer’s experience.

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It’s All About The Mobile Experience

By Darren Guarnaccia

With 75 percent of marketers planning to add mobile to their marketing mix in 2012, according to Forrester Research, it is imperative that the mobile Web evolve. Businesses need to focus on the user experience, embrace mobile as a key customer interaction channel, and take advantage of some very compelling advantages.

When we are mobile we multitask and multi-slice throughout the day. Mobile Web usage is part of our everyday routine and has raised our expectations to include immediate access to information wherever we go.

Standard Web pages that deliver slow user experiences on mobile devices are not tolerated well and typically lead to abandonment. Businesses need to think beyond simply resizing Web sites to mobile form factors and redefine how mobile engagement is executed.

When a prospective customer arrives on a Web site from an email campaign or social media link, she has an immediate need at that moment, and you have the ability to create that “moment of truth” with her. It is simple. If you present the right user experience, you win the customer.


However, the challenge remains how to deliver the right mobile experience to visitors to achieve your business goals while taking advantage of everything mobile devices can do.

There are three things to think about to be successful in creating the right user experience.

To app or not to app?
The prevailing wisdom of the day is that successful businesses do both.

While applications offer significant usability advantages and can be used offline, they do require more development overhead and need to be built separately for each device.

Alternatively, mobile Web solutions and Web content management tools can deliver a single unified set of mobile interactions across several devices. These services can also be integrated with other customer interaction channels including Web, email, call centers and social.

Rethink design
Unfortunately, many mobile design strategies take one of two directions: oversimplifying the design and focusing on text, or scaling down the Web site to fit a smaller screen.

Both of these strategies typically frustrate or disappoint mobile visitors who have powerful devices in hand.

Mobile visitors are not looking for a miniature replica of a Web site – they are looking for an engaging and powerful yet convenient experience.

A winning mobile strategy starts with rethinking why visitors want to access your site and rethinking the user experience in the context of what mobiles devices can offer.

Instead of simplifying the user experience to the lowest common denominator, optimize the groups of mobile devices with similar capabilities: Flash, JavaScript, local detection, GPS, video and text-only.

Aim to define four to five mobile device archetypes and design several user experiences based on these groups of capabilities.

Using device databases and detection engines found in Web content management systems allow us to know exactly which mobile devices can do what, so that we can dynamically group them.

For each of these groups, rethink the mobile experience within the framework of the immediate needs of the users and how they expect their devices to work.

Context is king
Consider the very nature of mobile – it moves. There is a new context to consider and that is location awareness.

Using concepts such as device adaptive templates where the experience adapts to the user’s location and device capabilities, today’s mobile marketers can deliver rich engagements that maximize customer outcomes and increase customer loyalty.

As mobile technology drives a shift in how consumers and businesses interact with each other and the marketplace, organizations that embrace mobile engagement will realize tremendous business value. Now is the time to be known as a captivating mobile destination.