According to a recent eMarketer report, one in 10 mobile users redeem mobile coupons. That’s somewhere around 15 million U.S. adults. From 2010 to 2011, mobile coupon users have grown 117.6%. While the triple digit increase isn’t likely to continue, the number of mobile coupon users is expected to reach 33.7M by 2013, which is almost 1/3 of all U.S. adult smartphone users.
Mobile coupon usage is not surprising, considering market research released in August shows an increase in coupon redemption rates across the board. Consumers are seeking online, mobile and direct mail coupons and taking advantage of various daily deals. Internet coupons printed at home and mobile coupons accounted for approximately 25% of all coupons redeemed in 2011. The research presented by eMarketer also reports that 35% of consumers downloaded coupons directly from manufacturer or retail websites. This presents a defined opportunity to retail outlets to offer online coupons and increase not only their website traffic, but also in-store customers using the discount or coupon.
Digital deals, because consumers are seeking them, are most likely to be found and redeemed in-store. Targeted, digital offers like daily deals, and including online deals and coupons, provide consumers with a savings while also attracting new buyers of the product. Digital deals are just one of many digital marketing outlets for companies to consider when looking to target a specific audience or customer base.