Probably not a surprise to most of us, but mobile device usage continues to rise rapidly. In April 2015, Pew Research Center reported that nearly two in three Americans owned a smartphone. The percentage among Millennials was even higher, exceeding eighty percent.
The smartphone is the single greatest tool for consumerism ever created. At first, that may sound like a grandiose statement…but it shouldn’t. Consider how we use our phones every day. We carry it everywhere we go, we use it to solve problems that we encounter throughout the day, we use it for research, and of course we can call and text with it. So, it is not surprising that products and brands are increasing their marketing spends on mobile in order to take advantage of its use.
Couponing has grown tremendously since the days of Sunday newspaper circulars. While those who use coupons avidly (see TV show Extreme Couponing) still rely heavily on free-standing inserts, or FSIs, the number of shoppers obtaining their discounts digitally is growing.