• by Chuck Martin , Staff Writer, May 5, 2014

Digital coupons are moving to mobile in a big way.

This year, more than 70% of U.S. adult digital coupon users will redeem a coupon or code on a mobile device for online or offline shopping, based on a new study.

As more digital activities migrate from desktop to mobile, coupons seem to be following the path, as more than half (55%) of internet users will redeem digital coupons or codes for online or offline shopping at least once this year, according to the eMarketer research.

In two years, mobile will represent almost 83% of all digital coupon users, according to eMarketer.

As numerous studies show more purchase transactions occurring on tablets than smartphones, digital coupons are mirroring that route.

This year, 80% of mobile coupon users will use a tablet for redemption, compared to 75% who will redeem via smartphone. Part of the reason is that tablets are commonly used for in-home digital purchases.

However, smartphone coupon redemptions are projected to pass tablet users as a percentage by next year. And in two years, 87% of digital coupon usage will be done via smartphone compared to 77% on a tablet.

The trend matters to merchants, since research consistently shows that mobile shoppers can be swayed by coupons.

The mobile shopper also is likely to cash in more mobile coupons at a physical store, with studies routinely showing that consumers prefer to buy in brick and mortar retail locations.

Coupons also can be used to entice shoppers to provide personal information, as we wrote about here last week (Mobile Shopping Discounts & the Value Exchange).

The key to successful coupons and deals for mobile shoppers, of course, is to provide value to the consumer.

Digital coupons have long held the promise of more precise targeting, allowing a brand or marketer to directly reach the most logical buyers of their product.

There also is the obvious added benefit of decreasing the printing and mailing costs of traditional coupons, which are not likely to vanish any time soon.

At least with mobile coupons, shoppers theoretically can have all their coupons with them in one place for easy redemption.

And the expectation to be met is that the coupons they receive will be the most relevant and highest value for each person.