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In recent years, the US digital coupon market has expanded beyond the borders of a niche consumer base made up of price-conscious shoppers to a more diverse, mainstream audience.
eMarketer forecasts that 55.0% of US internet users 18 and older will redeem digital coupons or codes via any device for online or offline shopping at least once in 2014. The number of digital coupon users is up 8.0% from 2013 and will rise slowly but steadily in the coming years.
More than 70% of US adult digital coupon users will redeem a coupon or code on a mobile device for online or offline shopping in 2014.
The mobile coupon audience will post double-digit growth rates annually through 2016, driven by continued smartphone and tablet adoption and the proliferation of digital channels offering coupons easily accessed by mobile, such as mobile apps, daily deal and group buying sites, email, and social networks. eMarketer expects that by 2016, mobile coupon users will represent nearly 83% of all digital coupon users.
Mobile coupon users will be slightly more likely to redeem a coupon or code via tablet than smartphone in 2014. This year, 80.2% of mobile coupon users will use a tablet for redemption, compared with 75.4% who will do so on a smartphone. Tablets are frequently used for in-home digital purchases, which boosts tablet coupon redemption. It’s less common for shoppers to make purchases via smartphone, although many consumers use their smartphones to redeem coupons in brick-and-mortar stores.
As smartphone users grow more comfortable with mobile shopping, they will increasingly redeem coupons via their phones. eMarketer expects that in 2015, smartphone coupon users will surpass tablet coupon users in percentage of mobile coupon users.
eMarketer bases all of our forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.
In addition, every element of each eMarketer forecast fits within the larger matrix of all our forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.
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