Public Relations & Social Marketing Insight

The latest example of this deals with mobile coupons. It turns out that consumers who lean on mobile coupons for food shopping – and that’s a lot of people – often change brands for the sake of variety, according to a new study.

The majority of consumers don’t use mobile coupons, but a third (33%) do. And that’s where the behavioral change potential resides.

Nearly half (44%) of mobile coupon users like to change brands often for the sake of variety and novelty, according to the study conducted by GfK. The survey comprised a look at 6,500 products in about 600 categories....

Consumers continue to use digital coupons to stretch their dollars. eMarketer forecasts that digital coupon users, which include internet users ages 18 and older who redeem a digital coupon or code via any device for online or offline shopping at least once per year, will account for 55.0% all US internet users in 2014.

The digital coupon audience is a relatively mature group, but there's still room for modest growth over the next few years.

Mobile coupon users are making up a growing portion of the larger digital coupon audience as more consumers make in-home purchases via smartphone and tablet and as more shoppers use a mobile device to enhance their in-store experiences.

eMarketer expects the number of adults who redeem coupons via mobile device for either online or offline shopping to rise from 78.69 million to 104.11 million between 2014 and 2016, or from 70.0% to 82.0% of all digital couponers....