Juniper Research is forecasting that consumer usage of mobile coupons will generate close to $6 billion globally in retail redemption value by 2014.
The report does caution however that "user apathy amongst the wider public, as well as lack of willingness to change and learn a new method of making financial transactions are potential stumbling blocks," despite trial results which show high levels of acceptance. The vast majority of mobile coupon redemption value will be generated by the Far East & China, Western Europe and North America in 2014.
"Marketers can use the mobile device as the ultimate personal marketing channel. It is almost permanently switched on and physically with the consumer. This makes a great opportunity for brands and marketing agencies to access clients immediately, driving footfall and encouraging an instant decision," explained Howard Wilcox, Senior Analyst at Juniper Research and lead report author
