We noticed that coupons feature prominently in Millennial Media’s new July report. This latest report shows that 28% of Millennial Media’s survey respondents requested wanting to find mobile coupons on their own using an App – reinforcing the mobile consumers’ demand for a richer mobile experience.
This suggests that a holiday imperative for brands in the retail and restaurants, automotive, telecom and consumer packaged goods verticals should be to build an app which includes a baseline of the following: store locations, product look-up, descriptions and reviews, coupons/promotions, a social network component and, if applicable, m-commerce capabilities.
Further, this study found that nearly 20% of smartphone owners made a special trip to the store after receiving a mobile coupon, proving that mobile is not just another customer communications channel, but that it is rapidly evolving into an elective commerce channel on its own. Travel, finance and insurance verticals could take a page from retail and drive increased traffic to their store locations through promotions and coupons.
The findings around where shoppers used their mobile phone revealed that 82% used them while in the store – echoing the immediate need for advertisers to develop a mobile presence for the 2010 holiday buying season.