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.
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.
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