Value of Mobile Coupons to Increase >30%, Says Juniper Research

By Contributor Wireless and Mobile News on March 18, 2009 11:37 AM

Juniper Research predicts that the redemption value of mobile coupons will increase by over 30% by 2010.

Juniper Research found that the twin effects of shoppers needing to make economies in their spending and merchants ever keen to make sales will combine to have a very positive impact on the overall demand for mobile coupons.

Mobile coupons are attractive to both consumers and vendors as they can be targeted at specific groups of customers and can be matched against particular interests and purchasing patterns, as opposed to the vanilla approach where "everybody gets every coupon" as in the traditional model.

Mobile Coupons Report author Howard Wilcox explained: "We believe that merchants will see targeted, quick one-to-one marketing campaigns via mobile coupons as a valuable marketing weapon. Considering that mobile coupons offer much better redemption rates and are more cost effective, they represent a win-win approach for innovative retailers."

Peter Johnson, VP, Market Intelligence and Strategy from the MMA (Mobile Marketing Association) says; "Juniper's research confirms the MMA's own findings that consumers are most likely to respond to mobile marketing offers that result in clear personal benefits. Mobile coupons are a prime example of how mobile can be used in this way, combining relevance with immediate, tangible value for the consumer. We welcome further research such as this report from Juniper which helps to build a clearer picture of the way in which mobile marketing will develop over the next few years."

Other findings from the Juniper Research report:
• With in excess of 100m mobile phone users globally forecast to use mobile coupons in 2010, Juniper Research sees significant growth across the developed markets of North America, Western Europe, the Far East and China.

• As well as the key drivers, however, there are some significant hurdles, including the lack of suitable point of sale (POS) infrastructure at the supermarket checkout allowing for the quick and easy redemption of coupons, which is critical to the consumer shopping experience.

The Juniper Research Mobile Coupons study provides an analysis of the trends and issues affecting this market, exploring how the mobile coupons market will develop to 2013. The report provides forecasts of user take-up, coupon redemptions and values. The report also presents profiles of 6 key vendors and 12 mobile coupon trials and services pioneering in this developing market.