The use of digital coupons in the US is growing faster than expected, with smartphone users proving to be a key driver, according to new research. The report, from eMarketer, found that while print coupons still dominate, digital coupons are quickly gaining mainstream acceptance. During all of 2013, the study predicted that more than half […]
The use of digital coupons in the US is growing faster than expected, with smartphone users proving to be a key driver, according to new research.
The report, from eMarketer, found that while print coupons still dominate, digital coupons are quickly gaining mainstream acceptance.
During all of 2013, the study predicted that 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.
eMarketer said it expects the number of people who redeem digital coupons to increase 11.0% this year, up from our previous estimate of 4.6%.
The study also indicates that one-third of all smartphone users ages 18 and older, or 42.1 million people, will 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 help fuel increases, the report found.
eMarketer also included estimates for US adult tablet users, with shopping proving to be one of the most popular activities for tablet users, and coupons are redeemed primarily at home.
The number of tablet coupon users grew dramatically in 2012 as tablet usage crossed over to the mainstream market.
This year, 47.1 million people ages 18 and older, or 45.0% of tablet users, will redeem a coupon obtained from an app, mobile internet, QR code, or SMS on a tablet.
This is up 45.6% from 2012, and double-digit growth is anticipated through 2015. eMarketer expects that by this point, the tablet coupon user audience will be more than twice the size it was in 2012.
View the full report here
