Juniper Research predicts that the total redemption value of mobile coupons will exceed $43 billion (£27 billion) globally by 2016, eight times more than this year’s anticipated m-coupon total of $5.4 billion.
Its new report says mobile coupons are increasingly delivered by mobile apps. It notes that innovative targeting techniques are being used to deliver mobile coupons to users based on more than just their location, with lifestyle, work patterns, social networking and gaming opportunities all becoming factors.
David Snow, who wrote the report, said “Mobile coupons are going mainstream. Cost effective mobile coupon campaigns are now within the reach of smaller retailers providing them with an easy way to drive profitable footfall and build customer loyalty. To ignore the potential of mobile coupons would be to ignore the future of mobile commerce.”