But some might argue consumers have been slow to respond. Others might say redemption rates and actions are well above what might be expected from other sorts of campaigns.
According to a September 2010 survey conducted by OnePoll for mobile transaction network mBlox, fewer than 15 percent of US mobile subscribers have redeemed a mobile coupon. This is about twice the penetration Yankee Group found in 2009.
So is that a glass half full, or half empty? An active response of 15 percent is considered quite good for other types of campaigns. Some would point out that a coupon redemption rates ranging from one percent to three percent would not be unusual for other types of traditional coupons.
That might strike you as quite low, but 81 percent of the units purchased using manufacturer coupons came from just 19 percent of U.S. households during the twenty-six week period ended June 27, 2009, for example, according to Nielsen.
The most avid users, called “coupon enthusiasts,” are households that purchased 104 or more items using manufacturers’ coupons. The 10 percent of shoppers that fall into this category accounted for 62 percent of manufacturers’ coupon units. They also accounted for 16 percent of total unit sales making them a very attractive and important consumer target.
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