Parents Lead Demand For Voucher Apps

38 per cent of parents are likely to sign up for offers sent to their phone, according to the results of a survey carried out by ICM Research, compared to 21 per cent of those without children. 55 per cent 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. 59 per cent are interested in apps that allow them to search for nearby offers.

“Our research has revealed that there is a golden opportunity for brands to connect with parents of young children through mobile," says ICM associate director Jamie Belnikoff. "Around 75 per cent parents with children aged under five 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. Brands that target families with compelling offers have the opportunity to develop loyalty now that could last long into the future.”

53 per cent of all 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. 

37 per cent 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.