Only 10pc of consumers have received a mobile coupon: study
By Chantal Tode
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.