Mobile Coupon Users & Penetration, 2013-2016 [CHART]

Younger deal-savvy shoppers who are heavy smartphone users have especially embraced mobile couponing in recent years.

eMarketer estimates that only 36.5% of marketers will offer mobile coupons in 2014. By 2016, 44.5% of marketers will do so. The increasing usage of mobile coupons by brands, continued smartphone and tablet adoption (especially among the less-penetrated older audiences) and the rising number of mobile channels offering easily accessible coupons—such as mobile apps, daily deal and group buying sites, email, and social networks—will help fuel double-digit growth in marketer uptake, which will persist through 2016. Read the rest at eMarketer.