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Mobile Shoppers Iffy on Coupon Redemption

Study: Only half sometimes redeem deal
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Brands running mobile coupon campaigns, take heed: You might as well require consumers redeem the coupon in stores.

Of the consumers who prefer to buy items in brick-and-mortar stores, 81 percent at least sometimes redeem coupons when making a purchase. That’s the case for only half of mobile shoppers, according to a survey of 800 mobile users by mobile ad network Greystripe.

Only 22 percent of traditional shoppers and 16 percent of mobile shoppers use their phones or tablets to redeem a coupon.

Greystripe looked at the most popular ways shoppers use their mobile phones or tablets, and found that 58 percent of traditional shoppers and 51 percent of mobile shoppers use their phones or tablets to compare prices. Greystripe didn’t determine if those traditional shoppers end up purchasing in store.

After comparing prices, researching products was the second-most popular use of mobile phones, according to Greystripe. Forty-one percent of traditional shoppers and 54 percent of mobile shoppers use their devices for product research. Search engines dominated as the preferred research method, with 50 percent of traditional shoppers and 49 percent of mobile shoppers saying they use search.

Brands might want to prioritize their mobile site over a mobile app. Twenty-four percent of traditional shoppers use a brand’s mobile site for research versus the 4 percent who use its mobile app. The gap was even wider for mobile shoppers. For that segment, 31 percent use the mobile site, but only 6 percent use the mobile app.

When mobile shoppers finally get around to purchasing, they tend to go for movies and music. Entertainment eats up the biggest share of product categories mobile shoppers most often purchase, at 52 percent. Clothing followed closely behind at 45 percent. Electronics and home decor trailed at 31 percent and 20 percent, respectively. And when mobile shoppers purchase, they’re more likely than their traditional counterparts to talk about those buys: 49 percent of mobile shoppers say they regularly write reviews, versus 31 percent of traditional shoppers.