Tablet users are much likelier to make online purchases compared with smartphone users. Similarly, adult tablet users are more likely than adult smartphone users to redeem mobile coupons. This year, 53.0% of the tablet consumer base will use a tablet for coupon redemption, compared to 40.0% of the US smartphone audience who will do so via smartphone.
Tablets are commonly used for digital purchases at home, while many shoppers use their smartphones to redeem coupons while making purchases in brick-and-mortar stores. As smartphone users become more at ease with mobile buying, consumers will increasingly redeem coupons via smartphones. eMarketer forecasts that the number of smartphone coupon users will surpass that of tablet coupon users in 2015, though tablet users will continue to lead in mobile coupon user penetration. Read the rest at eMarketer.