Many US consumers adopted a frugal mindset during the recession, stretching their dollars with coupons found online as well as in newspapers and magazines. Print coupons still dominate, but digital coupons have quickly gained mainstream acceptance.
This year, more than half of US adult internet users, or 102.5 million people, will redeem a digital coupon via any device for either online or offline shopping. New data indicates that there was a significant increase in the number of digital coupon users during the first half of 2013. Based on this, eMarketer has increased our forecast for the US digital coupon audience beginning this year. We expect the number of people who redeem digital coupons to increase 11.0% this year, up from our previous estimate of 4.6%. New mobile coupon users will be the primary growth driver in the US digital coupon audience.
Mobile has played a significant part in digital couponing in 2013—more than 28% of people who own a mobile device redeemed a coupon this year. Nearly 70% of mobile coupon users will access coupons via smartphone. eMarketer has revised our projections for the number of US adult smartphone coupon users upward from our previous forecast to reflect the increase in digital coupon redemption during H1 2013. We expect one one-third of all smartphone users ages 18 and older, or 42.1 million people, to use a coupon obtained via app, mobile internet, mobile barcode or SMS this year.The US adult smartphone coupon user base is up 40.9% this year, following 60.6% growth in 2012. New smartphone users, as well as the growing popularity of new mobile apps, local deals, and the integration of couponing into social networks will he! lp fuel increases.
As recently as late 2010, mobile commerce was only 3% of e-commerce. By the end of last year’s holiday shopping season, that number had risen to 11%. That’s approximately $18.6 billion in consumer spending – and that doesn’t even include travel-related purchases.
New mobile merchandising trends — merchandising being the art of selling people products they didn’t know they wanted — like mobile catalogs and coupons are helping to drive this explosion.
In a recent report from BI Intelligence, we examine the main reasons why mobile commerce is exploding, and analyze the new mobile merchandising trends — like mobile catalogs and coupons – that are contributing to this growth.
Take a look at this chart that illustrates the widespread usage of mobile coupons:
The role of mobile coupons in driving mobile commerce will only continue to grow:
- The number of U.S. smartphone users using mobile coupons has increased dramatically – from 7.4 million in 2010 to 29.5 million last year. By 2014, that number is expected to surge to 47.1 million.
- Mobile coupons are being used across the gamut in retail: 41% of mobile coupons users said they had redeemed coupons at the grocery store, 41% said they redeemed coupons at department stores, and 39% at clothing stores.
- And that’s barely scratching the surface: In 2012 there were 305 billion consumer packaged goods coupons (CPG), print and digital, distributed in the U.S. — a number that remained unchanged from 2011. Roughly 90% of CPG coupons were distributed as free-standing print inserts in publications, while digital coupons represented less than 1% of the total.
Mar 27, 2013
JCPenney is raising its prices in order to mark them down again, James Covert at The New York Post reported.
CEO Ron Johnson is trying to restore traditional sales at the struggling department store chain. Last year, he vowed to wean customers off coupons, but the strategy failed and traffic plunged, leading to painfully low sales numbers.
Despite a steady amount of CPG coupons distributed by marketers in 2012, US consumers redeemed 17.1% less coupons than in 2011, according to a study from NCH Marketing Services. Total consumer savings on CPG coupons declined by $800 million in 2012, to $3.7 billion, representing an 17.8% decrease. The decline comes after 3 consecutive years […]
After distributing 8.1% less coupons in 2011 than in 2010, CPG marketers held steady last year, distributing 305 billion coupons across all media, according to NCH Marketing Services. That 305 billion figure represents an 8.1% climb from 2008, but is down from a peak of 332 billion in 2010. In response, 79.8% of consumers surveyed […]
Best Buy totally messed up on one of its coupons recently.
First, it offered a coupon for $50 off a purchase of $100 or more as long as the customer used a Mastercard. Like most coupons of its type, it excluded some items, such as iPods and certain brands of TVs.
But it didn’t exclude gift cards.
The way shoppers search for coupons is changing. While the days of tearing apart the Sunday paper for coupons haven’t passed just yet, we are seeing a lot more people switch to their smartphones to look for deals.
To help with the growing demand for mobile coupons, Coupon Cabin just launched an all new app that lets users search for coupons by category for hundreds of online retailers.
Check out the graphic from Coupon Cabin below for more facts about our mobile coupon habits:
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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