Study: Mobile coupon usage on the rise

Not only is coupon app usage increasing, but discounts received via mobile devices are influencing where consumers decide to shop.



Mobile coupon usage has increased 42% from 2016, while in-store shopping rewards app usage has increased 34% during the same time period. More importantly, the discounts received via smartphone or other mobile devices are influencing where 67% of consumers decide to shop.



This was according to the “2K17 Valassis Coupon Intelligence Report: Influencing Consumers Along the Path to Purchase.” It found that 55% of shoppers search for discounts on their smartphone or mobile device in the store.



With the opportunity to reach and influence consumers at every point along their path to purchase, marketers can use mobile to drive foot traffic to stores near a shopper’s home, along their daily commute and near their place of work. Over 40% of full- and part-time employed respondents noted they would shop for consumer packaged goods (CPG) products close to work more often if they received coupons from nearby stores.



“Mobile discounts are increasingly important to consumers even as we see the highest rate of overall use coming from printed coupons,” said Curtis Tingle, chief marketing officer, Valassis. “The ability to influence customers along their shopping journey is not limited to one avenue – in fact, a combined print and digital strategy will produce the greatest results for marketers.”



Additional key findings include:



•51% of shoppers make a purchase based on a mobile notification in store;



• While at the store, 69% of brand loyal shoppers (self-defined) will switch brands based on a discount notification they receive on their mobile device; and



• 53% of consumers scan their receipts with a mobile app to receive cash back and/or points.