The Mobile Coupons Consumer Survey

Overview

This consumer survey looks at both the current awareness and usage of mobile coupons and smart posters in the UK.  The report provides analysis and data split by gender, socio-economic group, age and working status, presenting the following in 35 tables and charts.

-    mobile phone usage
-    mobile coupon awareness
-    mobile coupon usage and redemption
-    likelihood of subscribing to mobile coupon services
-    likelihood of using smart posters

Conducted in October 2009, this survey report provides an extensive insight in the opportunities for marketing on the mobile, including the most up to date consumer responses on the prospects for mobile coupons and smart posters.

Table of Contents

Executive Summary

1. Overall Analysis by Gender

1.1 Mobile Phone Ownership
1.2 Mobile Coupon Awareness
Table 1.1: Unprompted Awareness of Mobile Coupons & Discounts - Split by All, Male & Female (% all mobile phone owners)
Figure 1.1: Unprompted Awareness of Mobile Coupons & Discounts - Split by All, Male & Female (% all mobile phone owners)
Figure 1.2: Prompted Awareness of Mobile Coupons Campaigns - Split by All, Male & Female (% all mobile phone owners)
Table 1.2: Prompted Awareness of Mobile Coupons Campaigns - Split by All, Male & Female (% all mobile phone owners)
1.3 Mobile Coupon Current Usage
Figure 1.3: Have You Ever Received a Mobile Coupon? Split by All, Male & Female (% all coupon aware mobile phone owners)
Table 1.3: Have You Ever Received a Mobile Coupon? Split by All, Male & Female (% all coupon aware mobile phone owners)
Figure 1.4: Type of Mobile Coupon Received (bar code/SMS/mobile web/app/Bluetooth) - Split by All, Male & Female (% all receiving a mobile coupon)
Table 1.4: Type of Mobile Coupon Received (bar code/SMS/mobile web/app/Bluetooth) – Split by All, Male & Female (% all receiving a mobile coupon)
Figure 1.5: Mobile Coupon Redemption Rate - Split by All, Male & Female (% all receiving a mobile coupon)
Table 1.5: Mobile Coupon Redemption Rate - Split by All, Male & Female (% all receiving a mobile coupon)
Figure 1.6: Mobile Coupon Redemption by Type of Retail Location – Split by All, Male & Female (% all redeeming a mobile coupon)
Table 1.6: Mobile Coupon Redemption by Type of Retail Location – Split by All, Male & Female (% all redeeming a mobile coupon)
1.4 Future Usage Prospects for Mobile Coupons & Smart Posters
Figure 1.7: Would You Subscribe to a Mobile Coupons Service? – Split by All, Male & Female (% all mobile phone owners)
Table 1.7: Would You Subscribe to a Mobile Coupons Service? – Split by All, Male & Female (% all mobile phone owners)
Figure 1.8: Likelihood of Using the Phone to Access Product Information from Smart Posters – Split by All, Male & Female (% all mobile phone owners)
Table 1.8: Likelihood of Using the Phone to Access Product Information from Smart Posters – Split by All, Male & Female (% all mobile phone owners)

2. Analysis by Socio-Economic Group

2.1 Mobile Phone Ownership
Table 2.1: Definition of Socio-Economic Groups
Figure 2.1: Mobile Phone Ownership Split by Socio-Economic Group (% group)
Table 2.2: Mobile Phone Ownership Split by Socio-Economic Group (% group)
2.2 Mobile Coupon Awareness
Figure 2.2: Unprompted Awareness of Mobile Coupons & Discounts - Split by Socio-Economic Group (% all mobile phone owners)
Table 2.3: Unprompted Awareness of Mobile Coupons & Discounts - Split by Socio-Economic Group (% all mobile phone owners)
Figure 2.3: Prompted Awareness of Mobile Coupons Campaigns - Split by Socio-Economic Group (% all mobile phone owners)
Table 2.4: Prompted Awareness of Mobile Coupons Campaigns - Split by Socio-Economic Group (% all mobile phone owners)
2.3 Mobile Coupon Current Usage
Figure 2.4: Have You Ever Received a Mobile Coupon? Split by Socio-Economic Group (% all coupon aware mobile phone owners)
Table 2.5: Have You Ever Received a Mobile Coupon? Split by Socio-Economic Group (% all coupon aware mobile phone owners)
Figure 2.5: Type of Mobile Coupon Received (bar code/SMS/mobile web/app/Bluetooth) - Split by Socio-Economic Group (% all receiving a mobile coupon)
Table 2.6: Type of Mobile Coupon Received (bar code/SMS/mobile web/app/Bluetooth) – Split by Socio-Economic Group (% all receiving a mobile coupon)
Figure 2.6: Mobile Coupon Redemption Rate - Split by Socio-Economic Group (% all receiving a mobile coupon)
Table 2.7: Mobile Coupon Redemption Rate - Split by Socio-Economic Group (% all receiving a mobile coupon)
Figure 2.7: Mobile Coupon Redemption By Type of Retail Location – Split by Socio-Economic Group (% all redeeming a mobile coupon)
Table 2.8: Mobile Coupon Redemption By Type of Retail Location – Split by Socio-Economic Group (% all redeeming a mobile coupon)
2.4 Future Usage Prospects for Mobile Coupons & Smart Posters
Figure 2.8: Would You Subscribe to a Mobile Coupons Service? – Split by Socio-Economic Group (% all mobile phone owners)
Table 2.9: Would You Subscribe to a Mobile Coupons Service? – Split by Socio-Economic Group (% all mobile phone owners)
Figure 2.9: Likelihood of Using the Phone to Access Product Information from Smart Posters – Split by Socio-Economic Group (% all mobile phone owners)
Table 2.10: Likelihood of Using the Phone to Access Product Information from Smart Posters – Split by Socio-Economic Group (% all mobile phone owners)

3. Analysis by Age Group

3.1 Mobile Phone Ownership
Figure 3.1: Mobile Phone Ownership Split by Age Group (% group)
Table 3.1: Mobile Phone Ownership Split by Age Group (% group)
3.2 Mobile Coupon Awareness
Figure 3.2: Unprompted Awareness of Mobile Coupons & Discounts - Split by Age Group (% all mobile phone owners)
Table 3.2: Unprompted Awareness of Mobile Coupons & Discounts - Split by Age Group (% all mobile phone owners)
Figure 3.3: Prompted Awareness of Mobile Coupons Campaigns - Split by Age Group (% all mobile phone owners)
Table 3.3: Prompted Awareness of Mobile Coupons Campaigns - Split by Age Group (% all mobile phone owners)
3.3 Mobile Coupon Current Usage
Figure 3.4: Have You Ever Received a Mobile Coupon? Split by Age Group (% all coupon aware mobile phone owners)
Table 3.4: Have You Ever Received a Mobile Coupon? Split by Age Group (% all coupon aware mobile phone owners)
Figure 3.5: Type of Mobile Coupon Received (bar code/SMS/mobile web/app/Bluetooth) - Split by Age Group (% all receiving a mobile coupon)
Table 3.5: Type of Mobile Coupon Received (bar code/SMS/mobile web/app/Bluetooth) – Split by Age Group (% all receiving a mobile coupon)
Figure 3.6: Mobile Coupon Redemption Rate - Split by Age Group (% all receiving a mobile coupon)
Table 3.6: Mobile Coupon Redemption Rate - Split by Age Group (% all receiving a mobile coupon)
Figure 3.7: Mobile Coupon Redemption By Type of Retail Location – Split by Age Group (% all redeeming a mobile coupon)
Table 3.7: Mobile Coupon Redemption By Type of Retail Location – Split by Age Group (% all redeeming a mobile coupon)
3.4 Future Usage Prospects for Mobile Coupons & Smart Posters
Figure 3.8: Would You Subscribe to a Mobile Coupons Service? – Split by Age Group (% all mobile phone owners)
Table 3.8: Would You Subscribe to a Mobile Coupons Service? – Split by Age Group (% all mobile phone owners)
Figure 3.9: Likelihood of Using the Phone to Access Product Information from Smart Posters – Split by Age Group (% all mobile phone owners)
Table 3.9: Likelihood of Using the Phone to Access Product Information from Smart Posters – Split by Age Group (% all mobile phone owners)

4. Analysis by Working Status

4.1 Mobile Phone Ownership
Figure 4.1: Mobile Phone Ownership Split by Working Status (% group)
Table 4.1: Mobile Phone Ownership Split by Working Status (% group)
4.2 Mobile Coupon Awareness
Figure 4.2: Unprompted Awareness of Mobile Coupons & Discounts - Split by Working Status (% all mobile phone owners)
Table 3.2: Unprompted Awareness of Mobile Coupons & Discounts - Split by Working Status (% all mobile phone owners)
Figure 4.3: Prompted Awareness of Mobile Coupons Campaigns - Split by Working Status (% all mobile phone owners)
Table 4.3: Prompted Awareness of Mobile Coupons Campaigns - Split by Working Status (% all mobile phone owners)
4.3 Mobile Coupon Current Usage
Figure 4.4: Have You Ever Received a Mobile Coupon? Split by Working Status (% all coupon aware mobile phone owners)
Table 4.4: Have You Ever Received a Mobile Coupon? Split by Working Status (% all coupon aware mobile phone owners)
Figure 4.5: Type of Mobile Coupon Received (bar code/SMS/mobile web/app/Bluetooth) - Split by Working Status (% all receiving a mobile coupon)
Table 4.5: Type of Mobile Coupon Received (bar code/SMS/mobile web/app/Bluetooth) – Split by Working Status (% all receiving a mobile coupon)
Figure 4.6: Mobile Coupon Redemption Rate - Split by Working Status (% all receiving a mobile coupon)
Table 4.6: Mobile Coupon Redemption Rate - Split by Working Status (% all receiving a mobile coupon)
Figure 4.7: Mobile Coupon Redemption by Type of Retail Location – Split by Working Status (% all redeeming a mobile coupon)
Table 4.7: Mobile Coupon Redemption by Type of Retail Location – Split by Working Status (% all redeeming a mobile coupon)
4.4 Future Usage Prospects for Mobile Coupons & Smart Posters
Figure 4.8: Would You Subscribe to a Mobile Coupons Service? – Split by Working Status (% all mobile phone owners)
Table 4.8: Would You Subscribe to a Mobile Coupons Service? – Split by Working Status (% all mobile phone owners)
Figure 4.9: Likelihood of Using the Phone to Access Product Information from Smart Posters – Split by Working Status (% all mobile phone owners)
Table 4.9: Likelihood of Using the Phone to Access Product Information from Smart Posters – Split by Working Status (% all mobile phone owners)

Appendix: Survey Details