Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Who's Using Mobile Coupons in the US?

The Mobile Series | Infographic

How Many People Use Mobile Coupons in the US?

This year, 134.0 million mobile users in the US will use a mobile coupon. That's an 8.0% increase from 2017, according to eMarketer estimates.

Mobile coupon usage will keep climbing as consumers shift their shopping habits from desktop to mobile.

By the end of 2019, we expect there will be 142.4 million US mobile coupon users, making up more than half of the mobile phone population.

This week, we're looking at mobile habitshow consumers shop, how they bank and other ways they transact via mobile devices. First up: mobile coupons.

How Are Retailers Adapting?

The uptick in mobile coupon use hasn't gone unnoticed by retailers, and their strategies have adjusted to meet the demand.

“Retailers are adapting their sites, mobile coupons and codes for mobile shopping,” said Oscar Orozco, senior forecasting analyst at eMarketer. "They realize that consumers are comparing products and prices online while in the store, so there’s a big incentive to target them on their phones and get them to purchase the product right away instead of ordering it from elsewhere at home."

Store circulars are driving growth as retailers start to digitize and email them to regular shoppers.

What Else Is Driving Growth?

Mobile coupons are also getting a boost thanks to the rising popularity of mobile wallets like Apple Wallet and Google Pay, where brand-controlled assets live and allow marketers to send personalized notifications and messaging.

"Location-specific messages delivered via mobile wallets can be triggered by geofencing, which help drive in-store conversions," said eMarketer senior analyst Rahul Chadha in his August report, Mobile Proximity and Peer-to-Peer Payments. "For example, a customer strolling by a restaurant could be sent a coupon for 10% off through the mobile wallet pass as an incentive to visit."

Consumers seem to welcome this type of immediacy. According to a July 2018 study by Boston Retail Partners and Windstream Enterprise, 65% of US shoppers would be more likely to shop at a retailer if they received a proximity-triggered mobile coupon.

Similarly, a February 2018 study conducted by Leger found that 31% of internet users prefer to instantly get loyalty-reward gift cards sent to their mobile device.