Mobile Coupons Attract Younger Consumers

Mobile couponing is still in its early stages, yet nearly two-thirds (66%) of younger adults (age 18-34) who own a mobile phone say they are at least somewhat likely to try receiving and redeeming bar-coded coupons via their mobile phones, compared with 46% of all adults who say the same, according to a survey from Honeywell.

In addition, 50% of adults age 18-34 who own a mobile phone say they are willing to share their phone number with retailers in order to receive mobile coupons, compared with 31% of all adults who say the same.

Among those willing to share their mobile phone numbers in return for coupons:

• 57% would prefer to regularly log on to a mobile coupon website in order to select which coupons are sent to their mobile phone.
• 35% would provide their mobile number to retailers in order to receive mobile coupons periodically, provided the retailer promised not to share the information.
• 28% would prefer to receive mobile coupons triggered by a specific action––e.g. sending a text message to a specific number.

However, most consumers are still not ready for mobile coupons: Only 11% of consumers who own a mobile phone say they are comfortable storing coupons on their phone, rather than printing them out.

Other findings among consumers who own a mobile phone:

• 18% would prefer to regularly log on to a mobile coupon website in order to select which coupons are sent to their mobile phone.
• 11% would provide their mobile number to retailers in order to receive mobile coupons periodically, provided the retailer promised not to share the information.
• 9% would prefer to receive mobile coupons triggered by a specific action.

Moreover, although among those 18-35 9% say they have redeemed mobile coupons, only 4% of all adults say so, whereas among all adults 65% have redeemed electronic coupons (from the Internet or email) and 86% have redeemed traditional paper coupons from a newspaper or magazine.

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