Growing Popularity of Mobile Coupons
Even before online display ads and PPC management came into the picture, marketers have been using coupons to market their products and services. But now, coupons are being offered not only in newspapers and on websites, but also on mobile phones. Mobiles coupons, although new compared to other forms of coupons, are rapidly gaining popularity.
According to estimates by eMarketer, this year as many as 15.6 million smartphone owners are likely to use mobile coupons. This indicates a jump of 117% compared to last year. In 2010 around 13% adult smartphone owners used mobile coupons and this year the figure is expected to rise to 19%. Although the usage of mobile coupons is expected to continue increasing in the coming years, the percentage of change is likely to taper down. eMarketer stats indicate that in 2012 and 2013, the percentage of change will be more modest at 65.1% and 31.4% respectively. This means that around 26.5% and 31% adult smartphone owners will use mobile coupons in 2012 and 2013 respectively.
One of the reasons for growing popularity of mobile coupons is the increase in their availability. Compared to the coupons offered on websites or in newspapers, mobile coupons are also more convenient to use. Smartphone owners can either print the coupons or just show it to the retailer. The role played by mobile phones in the shopping funnel is increasingly getting bigger. Although not extensively used as a payment mechanism, it is widely used to research products and services. As such, the popularity of mobile coupons is not likely to decrease any time soon.