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Source: Placecast Harris Poll: The Alert, Shopper II, July 2010

HAS CHILD IN HOUSEHOLD. TOTAL. HAS CHILD UNDER SIX. Looked for promotion codes/discounts when shopping online. Clipped and redeemed coupons from an insert in a newspaper. Clipped and redeemed coupons that arrived at my home (via postal mail or fliers).

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Source: Placecast Harris Poll: The Alert, Shopper II, July 2010

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  1. HAS CHILD IN HOUSEHOLD TOTAL HAS CHILD UNDER SIX Looked for promotion codes/discountswhen shopping online Clipped and redeemed coupons from an insert in a newspaper Clipped and redeemed coupons that arrived at my home (via postal mail or fliers) Redeemed promotional/discount offers received via email from a retailer Subscribed to receive promotional/ discount offers via email froma retailer Signed up to receive coupons online(i.e., from Groupon, DealOn) Signed up to receive text alerts from retailers/merchants Mobile Marketing Q2 Report Mobile Couponing 2011 It’s the economy Families with young children tend to have increased promotional usage most – digital usage as common as traditional. Base: Those who have done more of the following in the past year: Source: Placecast Harris Poll: The Alert, Shopper II, July 2010

  2. SMARTPHONE FEATURE PHONE Mobile Marketing Q2 Report Mobile Couponing 2011 Smartphones will be a majority in the U.S. by Q2 2012 Consumers are armed with in-store portable computers/potential coupon delivery devices. Projected smartphone penetration: Projected Based on survey data and projections. Source: Nielsen

  3. FEATURE PHONE OWNERS ALL SUBSCRIBERS SMARTPHONE OWNERS Mobile Marketing Q2 Report Mobile Couponing 2011 Mobile media activities that relate to couponing have reached critical mass: SMS/MMS, email, apps, LBS U.S. mobile media usage (past 30 days), Q4 2010; Yellow boxes note number of users for each activity. 152.3 M 90.8 M 83.2 M 71.8 M 52.4 M 50.0 M 42.3 M Note: Location based services here refers to using anything from GPS on a phone to weather and entertainment info that are plotted to location – not specifically a “check in” service. Source: Nielsen

  4. Mobile Marketing Q2 Report Mobile Couponing 2011 Smartphone owners are using apps for shopping and couponing Applications used on smartphones while shopping*: *Base: those who have used a smartphone app/web browser while shopping. Q: Which of the following smartphone apps have you used in store when deciding to make a purchase or comparing products/services? Check all that apply. Source: Chadwick Martin Bailey, Consumer Pulse, March 2011

  5. Finding nearby stores Comparing prices before shopping for an item Researching product details Comparing prices while shopping for an item in person at a store Accessing deal of the day apps Searching for product reviews/recommendations from a website Mobile barcode scanning to compare prices Purchasing an item online Searching for product reviews/recommendations via a social networking site or app Sharing product recommendations via email Sharing product recommendations via a social networking site or app None of the above Mobile Marketing Q2 Report Mobile Couponing 2011 70% of these consumers compare prices at least a couple times a month Nearly half of smartphone owners are finding store locations while 30% access Daily Deal apps Q: For which of the following have you used your smartphone? Percent of smartphone owners: 29% of ‘deal of the day’ app users use their phones to access deals every day Source: comScore Survey, January 2011

  6. Mobile Marketing Q2 Report Mobile Couponing 2011 Mobile moms love those coupons…along with Groupon and retailer apps…she’s even barcode scanning in her spare time Types of apps used by moms when shopping with a smartphone: Of those that shop with their smartphones, 37% are using coupon apps Source: Babycenter 21st Century Mobile Mom Report, March 2011

  7. Mobile Marketing Q2 Report Mobile Couponing 2011 Mobile users are starting to use mobile coupons Notice the increase in activity among smartphone users. Q: Which of these have you ever done? Source: Insight Express Digital Consumer Portrait, Q1 2011

  8. Mobile Marketing Q2 Report Mobile Couponing 2011 For text-alert marketing, grocery coupons garner the most interest Restaurant chain promotions and entertainment are also highly sought by consumers. Base: Those at least somewhat interested in text alert marketing: *Including gym services and/or nutritional supplements. Source: Placecast: The Alert Shopper II, Harris Poll, July 2010

  9. Mobile Marketing Q2 Report Mobile Couponing 2011 Text messaging is the preferred mode of receiving coupons on mobile Both regular mobile users and smartphone users cite text messaging as a top preference, tied with using an app to find deals on their own. Q: How would you like to receive coupons on your mobile phone? Source: Insight Express Digital Consumer Portrait, Q1 2011

  10. MOBILE APP MEMBERS TRADITIONAL MEMBERS Mobile Marketing Q2 Report Mobile Couponing 2011 Cellfire mobile users are incremental couponers Q: How often do you use regular “paper” coupons (e.g. from the mail, newspaper, printable)? Source: Cellfire/Market Dynamics survey of Cellfire users, February 2011

  11. 4 3 2 5-HIGHEST Mobile Marketing Q2 Report Mobile Couponing 2011 Cellfire mobile users cite convenience and environmental friendliness as top factors for usage Q: Compared to other grocery coupons (e.g., from the mail, newspaper, printable, etc.), how would you rate Cellfire coupons on the following factors from 1-5, with 5 being the highest*? Source: Cellfire/Market Dynamics survey of Cellfire users, February 2011; No users ranked any responses as ‘1’

  12. +9.8% Mobile Marketing Q2 Report Mobile Couponing 2011 NCH: 2010 volume of coupons hits high of 332B (Total U.S. CPG coupon distribution volume, in billions/all media) +6.8% +10.7% +2.2% -1.4% +0.4% Source: NCH Marketing Services

  13. Mobile Marketing Q2 Report Mobile Couponing 2011 There’s a lot at stake in the growing traditional couponing market: $451B in FSI dollars to drop 291B coupons Free Standing Insert Couponing by the numbers: Source: Kantar Media

  14. Mobile Marketing Q2 Report Mobile Couponing 2011 The Digital Coupon Ecosystem: Now add mobile complexity

  15. Mobile Marketing Q2 Report Mobile Couponing 2011 For marketers looking to deploy coupons through LBS there are some reach challenges. When will they get to the crucial 40M user mark? % of U.S. population 82% use cell phones 71% use SMS 35% have apps 24% use apps 4% Use LBS Source: Company reports as of 4/11;*Estimate based on typical active user base of any web-based media Source: Pew September 2010

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