BI Intelligence: Research shows that mobile coupons promote the rapid development of mobile e-commerce

BI Intelligence, a market research firm under Business Insider, released a report this week analyzing the reasons for the explosive development of mobile commerce and the impact of new mobile commerce trends such as mobile classified services and mobile coupons on this development.

According to comScore, mobile commerce accounted for 3% of the U.S. e-commerce market at the end of 2010, and rose to 11% during the 2012 holiday shopping season. This is equivalent to about $18.6 billion in consumer spending, and does not include travel-related shopping activities that comScore counts separately.
In the mobile commerce industry, selling products that users have not previously known has become an art, and mobile classified services and mobile coupons have driven the development of mobile commerce. With a new ecosystem of retail and shopping applications, industry insiders predict that by the end of this year, mobile commerce spending will account for 15% of the US retail commerce market.
The report released by BI Intelligence this time focuses on the role of mobile coupons. The key points are as follows:
– Driving digital revenue. Successful coupon marketing campaigns can help e-commerce sites attract users and boost online sales. By 2014, the number of mobile coupon users in the U.S. market is expected to reach 53.2 million. The usage rate of mobile coupons will be about 10%, higher than the approximately 1% of traditional printed coupons.
– Increase offline sales and drive traffic to physical stores. An effective coupon strategy can attract more consumers to physical stores. Mobile coupons will also provide a way to help large consumer packaged goods brands that have previously stayed away from mobile advertising embrace mobile advertising.
– Collect data. Since mobile coupons are received through mobile phones but used offline, they will become a perfect medium to obtain user data. This will help advertisers obtain consumers' offline shopping data and close the mobile O2O (online to offline) shopping behavior chain. Considering that the current O2O model is still a challenge, the mobile O2O brought by mobile coupons will be very valuable.
– Building relationships. Coupons are another channel for brands to communicate with consumers. Coupons should not be viewed so much as a discount vehicle, but more as an accompanying benefit. If used properly, coupons can bring consumers, retailers and brands closer together.