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GUEST OPINION The future of coupons is mobile
Just a few months ago, David Snow at Juniper Research authored a report on the mobile coupon market. In it he predicted that by 2016, more than $43 billion mobile coupons will be redeemed each year. Compared to 2011, when an estimated $5.4 billion worth of mobile coupons were redeemed, that represents an incredible eightfold increase.So what’s driving this rapid increase? There are two key factors. Demand from consumers looking for the best deals and a change in how people are using their mobile phones.
UK consumers are actively seeking offers to drive more value when spending their hard earned cash. Often that means tracking down special offer coupons via digital or traditional media, or turning to group-buying sites. This is substantiated by Valassis reporting that 61 per cent of people in the UK used coupons in 2011 (up 17 per cent year-on-year), and Google reporting an 800 per cent increase of mobile search queries for coupons, vouchers and offers.
It’s this change in behaviour that has grabbed the attention of retailers, who see money-saving deals and value added offers as a great way of getting people into their stores.