Two-Thirds of Consumers Think Location-Based Coupons on Mobile Devices Are Convenient and Useful
Recent survey data from Prosper Mobile Insights reveal how consumers see location-based coupons, security issues with locations being tracked, and where smartphones and tablets are used, among other things.
According to the September survey, 43.4 percent strongly agree with the notion that location-based coupons on mobile devices are convenient and useful, while 23.6 percent somewhat agree. Another 22.7 percent neither agree nor disagree, while 5.2 percent somewhat disagree and 5.2 percent strongly disagree.
When it comes to the statement, “I am concerned about security issues and my location being tracked,” 18.4 percent strongly agree, 26.4 percent somewhat agree, 29.6 percent neither agree nor disagree, 12.4 percent somewhat disagree and 13.2 percent strongly disagree.
Meanwhile, 51.1 percent of respondents said they would prefer to receive coupons on their smartphones or tablets via email, while 32.2 percent said they’d rather manually search for them themselves, 31.9 percent said they’d rather get them by scanning a QR code when inside a store and 31.0 percent said they’d rather get them via text or instant message.
The survey also found that 67.4 percent of respondents have used their smartphones/tablets for browsing or looking for a product/service, 73.0 percent for locating a store or store hours, 48.9 percent for researching specific products, 46.8 percent for receiving text messages with special offers, and 45.7 percent for reading customer reviews.
When it came to using a smartphone or tablet as a coupon, 57.8 percent said they’ve never done this, while 42.2 percent said they have.
Among the other findings from the survey are that 63.3 percent of respondent regularly use their smartphone or tablet at work, while 25.4 percent occasionally do so. Meanwhile, 12.9 percent regularly use these devices in church and 19.7 percent occasionally do; 20.2 percent use these devices regularly while on a date, 46.8 percent occasionally do; and 33.2 percent use these devices regularly in the bathroom, 42.2 percent occasionally do.
A separate survey from WhaleShark Media found that active coupon users reported spending more than $800 more per year with e-commerce merchants than less active coupon users ($1,850 versus $1,025).
Additionally, 74 percent of active coupon users said they’d be more likely to try a new brand if they received a coupon or promotion code, versus 54 percent of less active coupon users.
“For online retailers, coupon users represent a large and powerful customer base with new ideas and high potential,” said Matt Herzog of the business development group at Rue La La and SmartBargains. “As such, coupons must be a prominent aspect of any e-tail promotional strategy, offering online marketers a unique opportunity to reinvent the coupon in the minds of modern consumers.”
Sources:
http://www.bigresearch.com/samples/ProsperMobileSeptember11.pdf
