Coupons sent by mobile 'to exceed 200m'
Friday, 21 November 2008
The number of people using promotional coupons sent and redeemed by mobile phone will increase to 200 million by 2013, according to a study.
Currently the mobile coupon market is the most successful in Japan and Korea but these services are growing in the US and Europe, research by Juniper shows.
The study reveals the benefits of adopting a mobile phone coupon scheme are user convenience and greater efficiency for the organisations operating campaigns.
Howard Wilcox, report author, says the majority of coupons are currently paper-based but in the future a mobile phone will be the ultimate individual marketing device.
"Mobile coupon pilots show greatly increased redemption rates - often double digit percentages," he added.
The study also revealed nearly all mobile phone coupon usage is in the Far East but it is predicted by 2013 Europe and the US will account for 20 per cent of this.
A code of best practice to tackle the misuse of online voucher codes has been established by the Internet Marketing Bureau and its affiliate marketing council. 