According to an analysis by market research firm eMarketer, by 2014 the number of US adult digital coupon users will surpass 100 million. Data indicates that growth will come in at 4.6 percent in 2013 and will remain slow but steady through 2014.
The same source also shows that the number of users who access coupons via desktop computers is nearing maturity, but mobile coupon users, especially those who redeem via smartphones, are helping to boost overall growth. Results unveil that only 16.3 percent of the US’s mobile phone users have redeemed a mobile coupon in 2012. But adoption of this activity is expected to expand substantially in the next few years. The number of US mobile coupon users will rise from 12.3 million in 2010 to 53.2 million in 2014, driven by the rapid adoption of smartphones. By 2014, one in four mobile phone users will redeem a coupon via a mobile device.
Based on new data, eMarketer has revised its 2012 projection for smartphone coupon users upward to 29.5 million from its previous forecast of 28 million. eMarketer estimates the number of smartphone coupon users has increased 66 percent in 2012, following a growth rate of more than 100 percent both in 2010 and 2011.
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