Younger, more affluent users most comfortable
Coupon usage was up in 2009 overall, and mobile coupon redemption is poised to explode over the next few years. But mobile couponing is still in the early stages of adoption, as indicated in a Honeywell survey conducted by Harris Interactive in December 2009.
Just 4% of Internet users surveyed said they had redeemed mobile coupons, compared with 86% who had clipped paper coupons and 65% who had used electronic coupons from the Internet or e-mail. Younger adults were most interested in mobile coupons, with 66% saying they were at least somewhat likely to try them.
Most Web users, however, were not yet ready to join the bandwagon. Only 10% felt comfortable storing coupons on their mobile phone rather than printing them out, and one-half that number wanted retailers to text them about deals and sales. Across the board, younger respondents and those with higher incomes had more positive attitudes toward mobile coupon use.
Among Internet users who would give retailers their mobile number to get coupons, 18% would like to check a Website for coupons they could send to their own phone. Fewer respondents were interested in retailers pushing coupons to their phone periodically.
Overall, 31% of mobile phone owners said they were willing to share their number with a retailer to receive coupons. Among 18- to 34-year-olds, the proportion rose to one-half.
Keep up on the latest digital trends. Learn more about an eMarketer Total Access subscription today.
Check out today’s other article, “Few Companies Have Policy for Employee Use of Social Networks.”