Thirty-six percent of smartphone users express strong demand for receiving grocery coupons via their handsets, according to a new consumer survey issued by market research firm Compete. Among subscribers asked what kinds of advertising efforts they would most be interested in seeing on their devices, coupons were the most warmly received, followed by scanable barcodes at 29 percent, “offers you can save and pursue at your leisure” at 26 percent and movie theater offers and promotions, also at 26 percent. Ads received via SMS were least desirable, with just 15 percent of respondents expressing favorable interest.

Compete reports that 74 percent of smartphone owners now use their devices primarily for personal reasons, as opposed to professional purposes. Half indicate they use their smartphones at home for up to an hour each day, with 26 percent using them at home for one to three hours daily. Fifty-nine percent spend up to an hour each day on their smartphones while waiting in lines or for appointments, and another 53 percent use their phones for up to an hour while shopping. The daily commute to work is when smartphones are least frequently used–53 percent of respondents said they don’t use their smartphones at all in transit to and from the office.

For more on the Compete survey:
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