One in 10 mobile users redeem coupons

EMarketer estimates that nearly 20 million U.S. adults, or 9.5% of U.S. adult mobile phone users, will redeem a mobile coupon this year. EMarketer defines mobile coupons as coupons or codes received via SMS, applications and mobile Web browsers; quick-response codes for redemption online or offline; and group-buying coupons purchased via mobile. "Consumers have started to use mobile devices more extensively at the top of the shopping funnel -- to research products and pricing, for example," said eMarketer principal analyst Noah Elkin. "But usage has yet to migrate to the bottom of the funnel on a wide scale."

A complete report, "Mobile Coupons: Offers and Deals Light Up the Last Mile," is available to eMarketer Total Access subscribers. Click here to learn more.

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