How digital coupons attract the
ultra-mobile, millennial customer
When most people think about
coupons, they likely envision a housewife using her scissors to clip along the
dotted line. This was a very common scenario in the 1980s when shoppers would
pore through the Sunday papers and weekly store circulars to find the best
deals for the upcoming week. However, that scene has radically changed over the
years with the rise of new technologies.
Now, people often read their news
online instead of in a newspaper and more consumers are connected almost
constantly through their mobile phones. While the medium may have changed, one
thing remains the same: people are still looking for ways to save money.
The act of clipping printed
coupons may be passé, but the use of digital coupons is exploding.
In fact, more than 31 billion
digital coupons will be redeemed this year, almost double the 16 billion
redeemed in 2014, according to Juniper Research.
Digital coupon use is fueled by
the prevalence of smartphones, which is changing the way people receive
information and interact with businesses in a very profound manner.
According to Pew Research,
two-thirds of the United States population now owns a smartphone and the
devices are so prominent in our lives that U.S. consumers spend more time on
their smartphones each day than they do watching television.
Our connected and highly mobile
world means consumers are accustomed to getting what they want, when they want
it. And shopping is part of this in-the-moment paradigm, as 96 percent of
mobile users search for digital coupons to find deals when they go shopping,
according to a Mobile Commerce Daily report.
Today, more consumers are seeking
digital coupons because they can be found on a phone at the right moment – when
consumers are shopping in the area – making them far more convenient to use
than paper coupons.
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