NEW YORK: Over half (55%) of adult American internet users will redeem a digital coupon or code at least once in 2014 while just over 70% will do so from a mobile device, new research has revealed.

In its latest analysis of digital coupon trends in the US, eMarketer found the number of digital coupon users increased 8% since 2013, buoyed by increased adoption of smartphones and tablets as well as an expansion in the number of digital channels offering promotions via social networks and buying sites.

The trend is expected to continue over the next couple of years, although eMarketer forecast slower rates of growth of 6.7% in 2015 and 4.3% in 2016, by when the number of US adult digital coupon users will reach 124.4m or 59% of all adult internet users.

Mobile will account for the great majority of these people, the report said, having grown from 46.4% of adult mobile coupon users in 2012 to its current rate of 70.3%, and set to rise to over four-fifths (82.9%) by 2016.

The report also found that tablets are still slightly preferred as the mobile device of choice for redeeming coupons or codes, but smartphones are expected to overtake tablets later this year.

Four-fifths (80.2%) of mobile coupon users currently redeem them via their tablets, compared with 75.4% who do so on a smartphone, but as smartphone users become more familiar with mobile shopping eMarketer expected smartphone usage to comfortably surpass tablets.

It said smartphones will account for 87.4% of mobile coupon users in 2016 compared with 76.8% who will use a tablet.

The study provides further evidence of the importance of coupons for generating digital sales, which was underlined recently by a report from Valassis, the media services company, which found 80% of US consumers sought value-for-money while 40% had traded or shared coupons on social media.

Data sourced from eMarketer; additional content by Warc staff