One in Ten Users Redeem Mobile Coupons

A new report out from eMarketer indicates continued uptick in the popularity of mobile coupons, indicating that one in ten mobile users redeem coupons via their mobile device.

Data from eMarketer estimates that nearly 20 million US adults will redeem a mobile coupon this year, including coupons or codes received via SMS, applications and mobile Web browsers; quick response codes for redemption online or offline; and group buying coupons purchased via mobile. By 2013, the number using such coupons will nearly double, and 16.5% of all US adult mobile phone users will redeem a coupon that year.

The popularity in mobile coupons extends from the popularity in Online coupons experienced during the recession, eMarketer speculates, and is a trend that isn’t going anywhere soon.  “Even as the sputtering economy attempts its recovery, the popularity of couponing has continued, spurred in part by the burgeoning daily deals space,” said Noah Elkin, eMarketer principal analyst and author of the new report, Mobile Coupons: Offers and Deals Light Up the Last Mile.  “Mobile coupons will play a central role in broadening the appeal and acceptance of digital coupons among shoppers.”

Not surprising, mobile coupon usage is much higher among smartphone users, where nearly one in five users ages 18 and older will redeem a mobile coupon, representing growth of 117.6%.  Triple-digit uptake rates will be short-lived, according to the research, but by 2013 almost one-third of smartphone users will be redeeming discounts on the go.