The global redemption rate of mobile coupons
is set to average at over 8% by 2016, according to a report from

Juniper Research.

The Juniper Research report findings suggest
there will be over 600m regular mobile coupon users worldwide by
2016.

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This comes as North American and Western
European markets continually follow the same growth path as the Far
East and China

The integration of mobile coupons and mobile
payment data represents an untapped opportunity and redemption
values are expected to exceed $43bn (€ 33bn) globally by 2016,
driven by improved targeting and mobile apps, according to the
report.

David Snow, the author of the Juniper Research
report, said:

“As with all new mass markets there is an
initial ‘shakeout’ period. North America and Western Europe are at
this stage now. For the next few years users will be signing up to
multiple coupon schemes and deciding on the ones they like best –
so now is a crucial time for mobile marketing agencies to get it
right on behalf of their clients and establish a loyal customer
base.”

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The findings also suggest that mobile coupons
are preferred by what the report calls ‘brick and mortar’ retailers
in their quest to regain lost ground to online retailers.

Mobile coupons can be used to bridge the
divide between online and physical retailing and can be targeted to
drive footfall to stores, the report reveals.

The redemption rates however may decrease
slightly after an initial period of experimentation by both coupon
issuers and users, the report findings also reveal.