Many US consumers adopted a frugal mindset during the recession, stretching their dollars with coupons found online as well as in newspapers and magazines. Print coupons still dominate, but digital coupons have quickly gained mainstream acceptance.
This year, more than half of US adult internet users, or 102.5 million people, will redeem a digital coupon via any device for either online or offline shopping. New data indicates that there was a significant increase in the number of digital coupon users during the first half of 2013. Based on this, eMarketer has increased our forecast for the US digital coupon audience beginning this year. We expect the number of people who redeem digital coupons to increase 11.0% this year, up from our previous estimate of 4.6%. New mobile coupon users will be the primary growth driver in the US digital coupon audience. Read the rest at eMarketer.