Mobile coupons are expected to be one of the biggest winners of the current global recession, according to Juniper Research, which forecasts that the redemption value of mobile coupons will increase by over 30% by 2010.
The research company identified two key drivers for the mobile coupons – on one side shoppers need to make economies in their spending, while on the other, merchants are keen to make sales in tough economic times. In that sense, both parties are attracted to the idea as they can be targeted at specific groups of customers and can be matched against particular interests and purchasing patterns.
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 report:
- With in excess of 100 million mobile phone users globally forecast to use mobile coupons in 2010, Juniper 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 appropriate point of sale (POS) infrastructure at the supermarket checkout, which is critical to the shopping experience.
More information about Juniper Research’s report titled “Mobile Coupons: Strategies & Forecasts 2008-2013” and “Mobile Commerce: Payments, Ticketing and Banking 2008-2013” is available from their website.