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Smartphone Couponers Still Find Their Way to the Store

Smartphone users more likely to redeem mobile coupons in-store than on their phones

Why cut coupons when you can load them on your mobile device with the touch of a button? According to June 2014 research by Forrester Consulting for RetailMeNot.com, more smartphone users had chosen to lighten their pockets and gather deals on their phones. However, this wasn’t keeping them away from brick-and-mortars.

More than one-quarter of US digital couponers who had found a coupon via smartphone in the three months leading up to polling ultimately redeemed that deal in a store. This ranked second, trailing buying something on a computer by 6 percentage points, and beat out the percentage of respondents who used smartphone coupons on their actual phones.

Digital couponers typically found deals via smartphone through email or search, cited by 57% and 55%, respectively. However, coupon-related apps and emails from coupon companies were each cited by around one-third of respondents, indicating that sometimes couponers go away from a specific retailer and hunt for the best deal overall.

eMarketer estimates that 59.2 million adult smartphone users in the US will use their phones to redeem a mobile coupon for online or offline shopping in 2014—a year-over-year rise of 37.5%. This represents 40.0% of the 18-and-older smartphone audience in the country.

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