U.K. Mobile Coupon Users Like Cookies More than Toilet Paper

Consumers in the U.K. who have redeemed discounts and coupons via their cell phone prefer to receive offers for cookies, chips, candy and other snack items rather than necessities such as toilet paper and soap, according to (pdf) a mobile survey conducted by Mobilize Systems to gauge consumers’ interest in different types of product promotions offered via mobile device.

The survey polled people that redeemed money-off coupons sent to their mobile phones in a 10-week promotional campaign around Birmingham University.

Of the offers the consumers recently received, the survey revealed that the largest percentage of them (25%) liked an offer for Jaffa Cakes, a popular type of cookie in the U.K. Nearly as many (22%) liked an offer for chocolate, MarketingCharts writes.

Among the least preferred offers, 30% said they did not prefer a promotion for a glucose drink, while 23% didn’t favor an offer for an energy drink and 17% didn’t want baked beans.

In terms of free products consumers say they’d like to see offered via mobile, the top two are cookies (22%) and chips (18%). Other items mentioned were tea, chopped tomatoes and coffee.

In addition to questions about recent offers consumers had received, the survey polled consumers about their experience with the redemption process and their attitudes toward mobile offers.

Additional findings:

• 94% of respondents liked having offers sent to their mobile device.
• 76% found the offer redemption process easy.
• 100% would like to participate in future reward surveys.

The results show that people are happy to receive and redeem coupons via their phones, said Stefan Magnusson, managing director of Mobilize Systems.

About the survey: The survey was was conducted via SMS using OnePoint Reward, which delivers a cash reward to those completing the survey.

View charts:
Favorite Mobile Offer Redemption Items
Products for Which Consumers Would Like to Receive Free Offers via Mobile Phones