A recent survey by Experian Simmons gives new insight into consumer acceptance and usage of mobile coupons. Since 2005, when only 12 percent of the population used digital coupons, that number has nearly doubled. Twenty-two percent of the U.S. population is currently using digital coupons, almost a quarter of the total U.S. population.
In comparison, the usage of print coupons remains consistent. In the survey, 99 percent of participants who used digital coupons also used print coupons, while 35 percent of participants who used print coupons also used digital coupons. This is an interesting statistic and means that people who use digital coupons are much more open to a variety of forms of coupons. In addition, “digital coupon users also used them [mobile coupons] for a wider variety of purchases and at a greater variety of stores than those who used only print coupons”, reports MediaPost News.
This gives insight in determining the “profile” of a mobile coupons user. While they are not picky in regards to the form a coupon takes, the deal that it offers is paramount. The study also shows that people who use digital coupons are more frequent coupon users in general, meaning that they are open and willing to not only receive coupons on their mobile phone, but have also shown that they will use them.
As mobile coupons continue to rise in usage, it’s important to include a text message marketing component into your advertising campaign in order reach this 22 percent of the U.S. population that is looking for a good deal via their mobile device.
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