eMarketer forecasts that digital coupon users, which include internet users ages 18 and older who redeem a digital coupon or code via any device for online or offline shopping at least once per year, will account for 55.0% all US internet users in 2014.

The digital coupon audience is a relatively mature group, but there’s still room for modest growth over the next few years. Mobile coupon users are making up a growing portion of the larger digital coupon audience as more consumers make in-home purchases via smartphone and tablet and as more shoppers use a mobile device to enhance their instore experiences. eMarketer expects the number of adults who redeem coupons via mobile device for either online or offline shopping to rise from 78.69 million to 104.11 million between 2014 and 2016, or from 70.0% to 82.0% of all digital couponers. Younger deal-savvy shoppers who are heavy smartphone users have especially embraced mobile couponing in recent years. eMarketer estimates that only 36.5% of marketers will offer mobile coupons in 2014. By 2016, 44.5% of marketers will do so.