Looking at future behavior, an April 2014 study by digital shopper marketing firm Catalina found that 62% of mobile shoppers were extremely or very likely to use digital coupons in the future—twice the percentage of respondents who said they had used more than 31 digitally delivered coupons in the past six months.
Offers aside, there are other aspects of mobile that shoppers find useful. Catapult Marketing’s latest digital shopper research found that consumers increasingly valued the tools mobile offered shoppers for groceries, personal care, and wine and spirits. Augmented reality—the ability to make logos and other facets of packaging interactive—was the most helpful tool, growing from 32% to 53% between 2012 and 2013. Read the rest at eMarketer.