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RadiumOne Finds Over 42 Percent of Surveyed Coupon Users Prefer SMS-Based Promotions; Nearly Two-Thirds of Women Redeem Grocery and Retail Coupons
Survey Confirms Purchasing Power of Women Crossing Social Continuum, Mirroring Fact That Women 35-54 Oversee Major Household Purchases
SAN FRANCISCO, CA – February 12, 2013 – RadiumOne, a leader in programmatic advertising, today announced findings from its mobile coupon research study, "Improving The Performance of Mobile Coupons" the third in a series of surveys that supports the role of women as primary money managers within their households – even as social offers and mobile couponing become the norm for advertisers. This latest survey analyzes how women between the ages of 35 and 54 engage with coupons on their mobile devices for household purchases, finding that 61.9 percent of female respondents have redeemed grocery and consumer goods retail coupons. Of those, 42.4 percent cited a preference for receiving SMS-based coupons on their mobile phones.
Among those in advertising, it is a well-known fact that women are extremely influential over consumer purchase decisions ranging from automobiles to health care. In fact, when looking at how women use their mobile devices to make a major automobile purchase, 43.4 percent of survey respondents indicated they preferred to interact with rich-media advertisements over any other form of mobile ad. These mobile users value self-directed research, so when presented with a sales opportunity or coupon, in-ad options allow them to engage with a brand's content with great autonomy and choice. This rise in social and mobile provides brands with an untapped opportunity to connect with women – a demographic that for the most part (91 percent according to the latest research) continues to feel misunderstood by advertisers.
The report and survey further validates that women hold the purse strings for their families, relying on mobile as a way to better manage purchases, as indicated by the below highlights:
- 61.9 percent redeem grocery and consumer retail goods-based coupons
- 51.5 percent prefer to display coupons to a cashier
- 23.8 percent prefer scanning-based methods
- 42.3 percent prefer SMS-based coupons
"As the predominate household decision-makers, women consumers represent a gaping opportunity for brands to capitalize on the mobile coupon trend," said Kamal Kaur, vice president, mobile at RadiumOne. "We're starting to see a pivotal shift in brand campaign strategies that are increasingly focused on reaching mobile audiences – mobile coupons in particular, are a great way to increase engagement, conversion rates and ultimately ROI."
The ability for brands to identify consumer behavior and understand when people are most likely to interact with brands on their handheld devices is critical when designing a multi-channel media strategy that may include in-store digital promotions. Currently, retailers are delivering coupons in four different ways including: scanning a QR code, checking-in on a mobile application, tapping their phone on a point-of-sales terminal, or redeeming coupons via digital loyalty cards. According to survey findings, the top three most frequently redeemed coupon categories included, groceries, retail goods and food & drink.
"RadiumOne's thought leadership is important to industry efforts to create a unified mobile coupon ad unit standard," said Adam Lavine, chairman of the Mobile Marketing Association Mobile Coupon Ad Unit Standards Committee. "RadiumOne's Improving the Performance of Mobile Coupons report provides insights that will further the power of mobile coupons for brands, retailers and consumers."
RadiumOne is changing the face of online advertising through a unique combination of programmatic buying, proprietary data, patent-pending intelligence algorithms, and multi-channel capabilities. Each month, we engage directly with 700 million unique consumers and monitor over 10 billion sharing events. Within milliseconds, we can filter this data through our ShareGraph™ intelligence layer, build real-time audiences for our brands, and target ads across the more than 25 billion real-time impressions we see each day. Spanning the Web, Mobile Web, and Facebook, we offer advertisers the ability to reach the right consumer at the right time, no matter where they might be. Founded by online advertising pioneer Gurbaksh Chahal and based in San Francisco, RadiumOne has offices across the US and Europe. To learn more about RadiumOne, please visit http://radiumone.com.