Mobile Coupons: Don't Push Without Permission - eMarketer
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Mobile Coupons: Don't Push Without Permission

Nearly half of web users don't want unsolicited location-triggered mobile coupons from retailers

Shoppers like savings—but even location-relevant ones still need an opt-in.

US Internet Users Who Are Willing to Receive Unsolicited Coupons via Text Message, by Location, May 2015 (% of respondents)

In a May 2015 survey of US internet users by the Marketing Executives Networking Group (MENG), nearly half of US internet users ages 18 to 64 said it would be unacceptable for retailers and brands to send them unsolicited mobile coupons via text message. Respondents were asked about location-triggered mobile coupons, and whether they were entering a store or walking down the street, they wanted to opt in before receiving coupons.

eMarketer estimates that this year, 40.5% of companies in the US will send mobile coupons out. Meanwhile, 97.4 million consumers will redeem mobile coupons.

According to May 2015 research from Fluent, 8.6% of internet users polled about their grocery and consumer packaged goods shopping habits said they mostly got coupons by downloading them to mobile apps. Many more respondents, however, were signed up for mobile alerts from their favorite grocery retailer. Among respondents in households with $40,000 or more in annual income, at least one in five were signed up for mobile alerts.


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