Mobile Coupon Users Want More Junk Food

July 21, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | CPG & FMCG | Europe & Middle East | Retail & E-Commerce | Telecom

Consumers in the UK who have redeemed discounts and coupons via their cell phone prefer to receive offers for cookies, chips, candy and other snack items rather than necessities such as toilet paper and soap, according to a mobile survey conducted by Mobilize Systems to gauge consumers’ interest in different types of product promotions offered via mobile device.

The survey (pdf), which was conducted earlier this year, polled people who had redeemed money-off coupons sent to their mobile phones in a 10-week promotional campaign around Birmingham University.

Of the offers the consumers had recently received, the survey revealed that the largest percentage of consumers (25%) liked an offer for Jaffa Cakes, a popular type of biscuit in the UK. Nearly as many (22%) liked an offer for chocolate.


Among the least favorite offers, 30% said they did not prefer a promotion for a glucose drink, while 23% didn’t favor an offer for an energy drink and 17% didn’t like an offer for baked beans.

In terms of free product promotions consumers say they’d like to see offered via mobile, the top two are cookies (22%) and chips (18%). Other items mentioned were tea bags, chopped tomatoes and coffee:


In addition to questions about recent offers consumers had received, the survey polled consumers about their experience with the redemption process and their attitudes toward mobile offers.

Additional findings:

  • 94% of respondents liked having offers sent to their mobile device.
  • 76% found the offer redemption process easy.
  • 100% would like to participate in future reward surveys.

Mobilize noted that the type of preference information collected in the survey will be valuable in helping marketers, advertisers and retailers plan future campaigns. “These results are very encouraging as they not only show that people are happy to receive and redeem coupons via their phones, but also the very detailed level of information brand owners can get directly from consumers in a cost effective way,” said Stefan Magnusson, managing director of Mobilize Systems.

The survey also found, perhaps not surprisingly, that participants like to receive cash at the point of sale after they have completed a mobile survey.

About the survey: The survey was was conducted via SMS using OnePoint Reward, which delivers a cash reward to those completing the survey.


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