1 in 3 consumers have searched for a coupon on a mobile device, and slightly more than one-quarter have bought something in-store using a coupon they found on a mobile device, according to results from a survey conducted by RetailMeNot and The Omnibus Company. Mobile coupon use in-store is higher among the 18-34 age bracket (39%) than the 35+ crowd (18%), and is also more prevalent among parents (37%) than non-parents (21%).
Not surprisingly, the more relevant the coupon, the more likely consumers are to respond to it. 51% of respondents said they are more likely to go into a store and buy something if they get a coupon on their mobile device while they’re near the store. That figure increases to 63% among 18-34-year-olds and 64% among parents.
Overall, those two groups appear more willing to engage in a number of mobile commerce-related activities. For example, 94% of 18-34-year-olds reported using their mobile device to search for something online in the past month, compared to 65% of their older counterparts. The gap between parents (89%) and non-parents (71%) was not as wide in that respect, but still apparent.
Moreover, 71% of 18-34-year-olds reported having bought something using their mobile device in the past month, versus 42% of those 35 and up. Parents were almost 50% more likely than non-parents to have bought something using their device (67% vs. 46%).
Notably, men were far more likely than women to report having bought something using their mobile during the past month (61% vs. 48%). That’s another piece of evidence to suggest that men are more active mobile shoppers than women, and comes on the heels of research suggesting that smartphone-toting fathers are more likely to respond to mobile coupon offers than their female counterparts.
About the Data: The Mobile Shopping Survey was conducted by The Omnibus Company between April 12 and April 17, 2013, among 1,067 U.S. residents ages 18 and over, using an email invitation and an online survey. Quotas are set to ensure reliable and accurate representation of the entire U.S. population 18 and over. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample. The margin of error for any subgroups will be slightly higher.