1. Mobile Marketing Q2 Report
Mobile Couponing 2011
It’s the economy
HAS CHILD IN HOUSEHOLD
TOTAL
HAS CHILD UNDER SIX
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:
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)
Redeemed promotional/discount offers received via from a retailer
Subscribed to receive promotional/ discount offers via froma retailer
Signed up to receive coupons online (i.e., from Groupon, DealOn)
Signed up to receive text alerts from retailers/merchants
11/23/2018
Source: Placecast Harris Poll: The Alert, Shopper II, July 2010

2. 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:
FEATURE PHONE
SMARTPHONE
Projected
11/23/2018
Based on survey data and projections. Source: Nielsen

3. Mobile Marketing Q2 Report
Mobile Couponing 2011
Mobile media activities that relate to couponing have reached critical mass: SMS/MMS, , 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
FEATURE PHONE OWNERS
SMARTPHONE OWNERS
ALL SUBSCRIBERS
11/23/2018
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
11/23/2018

5. 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:
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
Sharing product recommendations via a social networking site or app
None of the above
29% of ‘deal of the day’ app users use their phones to access deals every day
11/23/2018
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
11/23/2018
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?
Total
Regular Phone
Smartphone
Number of respondents
958
597
400
Shown an coupon to a clerk using your mobile phone
12.0%
5.0%
26.0%
Used a coupon you received in a text message
14.0%
6.0%
28.0%
Used a coupon you found in a mobile application
11.0%
3.0%
23.0%
Put your store cards (loyalty or shopper cards) on your mobile phone so you don’t have to carry them
8.0%
18.0%
Used an app that gave you loyalty points or rewards based on you entering or checking into retail locations
9.0%
20.0%
Downloaded a coupon to print later
13.0%
Downloaded coupon to store loyalty card
4.0%
15.0%
None of the above
72.0%
87.0%
47.0%
11/23/2018
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:
11/23/2018
*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?
Total
Regular Phone
Smartphone
Number of respondents
958
597
400
Have them sent to me via text message
25.0%
17.0%
38.0%
Get them via on my phone
18.0%
9.0%
34.0%
Text in to receive them when I’m in a store
30.0%
Find them myself using an application
13.0%
7.0%
Get them in exchange for checking-in to various locations
8.0%
4.0%
15.0%
11/23/2018
Source: Insight Express Digital Consumer Portrait, Q1 2011

10. 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)?
TRADITIONAL MEMBERS
MOBILE APP MEMBERS
11/23/2018
Source: Cellfire/Market Dynamics survey of Cellfire users, February 2011

11. 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*?
5-HIGHEST 4 3 2
11/23/2018
Source: Cellfire/Market Dynamics survey of Cellfire users, February 2011; No users ranked any responses as ‘1’

12. 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)
+9.8%
+6.8%
+10.7%
+0.4%
+2.2%
-1.4%
11/23/2018
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:
Measure
2010
2010 vs % Change
Dollars circulated
$451 billion
17.1%
Coupons dropped
$291 billion
7.2%
Pages distributed
$212 billion
4.5%
Face value (average)
$1.55
9.2%
11/23/2018
Source: Kantar Media

14. Mobile Marketing Q2 Report
Mobile Couponing 2011
The Digital Coupon Ecosystem: Now add mobile complexity
11/23/2018

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
Company
Downloads (Global)
80/20 Rule (Active Users)
Foursquare
7,500,000
1,5000,000
Loopt
4,000,000
800,000
Booyah My Town
Waze
2,300,000
440,000
SCVGR
1,000,000
200,000
Gowalla
750,000
150,000
71% use SMS
35% have apps
24% use apps
4% Use LBS
11/23/2018
Source: Company reports as of 4/11;*Estimate based on typical active user base of any web-based media
Source: Pew September 2010