A new report from Juniper Research has found that the global redemption rate of mobile coupons will average more than 8 percent by 2016, an eightfold increase over the best paper coupons campaigns.
North American and Western European markets are now beginning to follow the same growth path as the Far East & China, and by 2016 there will be more than 600 million regular mobile coupon users worldwide.
Key Advantages of Mobile Coupons
The report found that mobile coupons have compelling advantages over their paper and online antecedents, and are particularly strategic for brick-and-mortar retailers in their quest to regain ground lost to online retailers during the Internet revolution.
A mobile coupon bridges the divide between online and physical retailing, and can be individually targeted to drive footfall to stores.
User Experimentation before User Adoption
The report warns, however, that the rise in mobile coupon redemption rates will only come after an initial period of experimentation by both coupon issuers and users, during which time redemption rates may actually decrease slightly. After this period, redemption rates will then start to rise steadily.
According to report author David Snow, “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. ”
Other findings from the report:
- The integration of mobile coupons and mobile payment data is rare and an untapped opportunity.
- Redemption values will exceed $43 billion globally by 2016, driven by better targeting and mobile apps.
The Mobile Coupons Whitepaper is available to download from the Juniper website, along with further details of the study ‘Mobile Coupons Update: Ecosystem Analysis & Marketing Channel Strategy 2011-2016.’
Juniper Research provides research and analytical services to the global hi-tech communications sector, providing consultancy, analyst reports, and industry commentary.