Summits Yellow

Half of US consumers prefer mobile coupons

Tim Maytom

Nearly half of all US consumers prefer mobile coupons to printed paper ones, according to a recent survey by CodeBroker. The study claims that the rise in mobile couponing has resulted in higher coupon redemptions and changing purchasing trends.

The study, which surveyed over 1,200 US consumers, found that when it came to coupons that had been delivered digitally, 69 per cent preferred to store and redeem them using their smartphone rather than download and print them at home.

Mobile coupons provide marketers with an opportunity to influence consumer behaviour, with 68 per cent of consumers saying they are more likely to join a retailer or brand's marketing list if they receive an instant coupon, and 78 per cent saying they are likely or very likely to redeem coupons requested in response to an ad. This rate was significantly higher than the historical redemption rate for CodeBroker's clients, which averaged between 30 and 50 per cent.

"We're seeing a feeding frenzy among marketers jumping to exploit mobile coupons because the data supports the hype," said Dan Slavin, CEO of CodeBroker. "25 per cent of consumers tell us that they redeem copouns they request via text within three days, and 60 per cent tell us that they redeem within a week. This corresponds well to our own observed redemption rates of 30 to 50 per cent for on-demand coupons."