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Parents leading demand for voucher apps

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More than 53% of current smartphone owners said they were likely to sign up for an app that enabled them to search for offers, and the same proportion are interested in an app that also allows them to search for appealing offers wherever they happen to be – with parents being even more likely to do so, according to a consumer study by ICM.

More than a third (37%) of smartphone owners are likely to sign up for offers based on where they are at a particular time, and targeted specifically to what they’ve said interests them. But most interestingly, parents are almost twice as likely to sign up for offers sent to their phone compared to those without children (38% vs. 21%). More than half (55%) of all parents with children aged under five said they would be likely to sign up for an app that allowed them to search for offers. Even more (59%) are interested in apps that allow them to search for nearby offers.

Jamie Belnikoff, Associate Director, ICM says “Our research has revealed that there is a golden opportunity for brands to connect with parents of young children through mobile. Around three quarters of parents with children aged under 5 own a smartphone. Not only are they receptive to location based offers being pushed to their mobile, they also have more disposable income than parents of older children. In my experience, they also tend to have a wide network of friends so positive word of mouth about a particular brand or product could easily follow too. Brands that target families with compelling offers have the opportunity to develop loyalty now that could last long into the future.”

The research forms part of a more extensive survey into the usage of loyalty schemes and related offers and vouchers, where ICM interviewed consumers about attitudes to voucher apps as well as offers sent to their phones.

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