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Marketers Boost Efforts to Reach Coupon Clippers via Mobile

Mobile coupon users will reach 97.4 million this year

May 15, 2015 | Retail & Ecommerce | Mobile

More than two in five companies in the US will use mobile coupons for marketing this year, according to eMarketer’s first-ever forecast of marketer mobile coupon usage.

Share of US Companies Using Mobile Coupons for Marketing Purposes, 2013-2017 (% of total)

That’s up 4 percentage points from 2014 and will continue to rise throughout our forecast period. By 2017, nearly half of US companies with 100 employees or more will distribute mobile coupons, whether that’s via mobile websites, apps, email or SMS.

Mobile coupons are cheaper than paper coupons to distribute, and they also get redeemed more frequently. And while traditional paper coupons still account for more coupon-related spending overall, most of the growth in the space is happening on mobile.

eMarketer estimates the number of US adults who redeem digital coupons will be up 7.6% this year to 121.3 million. On mobile, meanwhile, growth will be 18.4% this year, to 97.4 million. That includes consumers who redeem coupons on smartphones or on tablets.

On tablets specifically, 66.4 million people will redeem coupons this year, while on smartphones, that figure will reach 83.1 million. Smartphones—where mcommerce in general is growing more quickly than it is on tablets—also enjoy the highest coupon user growth rate.

eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

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