Mobile couponers to fuel 11% growth in digital coupon use this year

eMarketer attributes growth in part to integration of couponing into social networks

New mobile coupon users will be the primary growth driver for the US digital coupon market, according to analysis by eMarketer.

In 2013, more than half of US adult Internet users--102.5 million people--are expected to redeem a digital coupon using mobile and desktop devices for either online or offline shopping, according to eMarketer stats.

The forecast is based on higher than expected use of digital coupons in the first half of 2013. As a result, eMarketer expects digital coupon use to increase 11 percent this year, instead of the 4.6 percent jump originally forecast.

More than a quarter of mobile device owners are expected to redeem digital coupons this year and nearly 70 percent of those people will use a smartphone to access the coupons.

One-third of US adult smartphone users--42.1 million people--are expected to redeem a coupon obtained via an app, mobile Internet, mobile barcode or SMS this year. The adult smartphone coupon user base will increase 40.9 percent this year, following 60.6 percent growth last year.  

By 2015, the number of US adult smartphone mobile coupon users is forecast to reach 74.1 million. The integration of couponing into social networks, along with an increase in smartphone users, new mobile apps and location-based deals will be factors fueling the increase.

The number of US tablet coupon users reached 32.3 million last year. This number is forecast to reach 47.1 million this year, 60.5 million in 2014 and 68.7 million in 2015. This is the first time that eMarketer has included tablet users in its digital coupon forecast.

For more:
- see eMarketer's stats

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