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Consumers beginning to prefer promotional offers via smartphone

Consumers want businesses to promote

According to the Mobile Audience Insights Report for the second quarter of 2011, interesting trends were revealed regarding consumption of promotions through mobile-specific channels, with one in five consumers preferring to receive promotional offers through their smartphone.

Email was the clear winner in how consumers prefer to receive promotional offers which is good news for small businesses looking to connect with consumers, but it should be noted that interest plummeted from 52 percent in the first quarter to 38 percent in the second quarter. One reason for the drop is the rise in interest consumers have to receive promotional offers through their mobile-specific media channels with mobile apps comprising of the majority of mobile promotional distribution.

Couponing is on the rise

The rise of couponing isn’t slowing down, ad 92 percent of consumers polled indicated that they purchase at least one local deal per month, but mostly on small purchases with 78 percent spending under $50 on each purchase, making couponing a more successful marketing venture for businesses that offer retail or inexpensive services.

Restaurant owners are the biggest winner when it comes to promotional offerings, as it has been common for consumers to use a coupon at restaurants for decades, only now, consumers are couponing with their smartphones.

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Extending businesses’ reach

Men’s top three purchases include retail, events and fitness while women’s top three include event, beauty and health purchases through promotional offers. Three out of four people share local deals by using email, word of mouth and social media tools, up from 62 percent from the first quarter. Businesses can expect that the reach of their promotional offer will reach outside of just the individuals they originally contact.

We anticipate that consumers are more apt to download mobile apps to receive promotional offers, but as the concept becomes mainstream, consumers will also become more savvy and preferences may shift, just as we are seeing right now with email offers.

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Tara Steele is the News Director at The American Genius, covering entrepreneur, real estate, technology news and everything in between. If you'd like to reach Tara with a question, comment, press release or hot news tip, simply click the link below.


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