Brands could see a six-fold increase in response rates via mobile phone, because take-up of mobile coupons is taking off: More than three million UK consumers have taken advantage of coupons offered via their mobiles, says a survey from Juniper Research.

Howard Wilcox, senior analyst at Juniper Research, said: “The redemption rate for traditional paper coupons is typically one per cent or less, but, based on our survey, mobile coupons offer six times these rates. This means that retailers and brands have the opportunity to exploit the mobile channel via personalised coupon offers direct to the ultimate personal device – the mobile phone.”

The survey showed that in excess of three-quarters of those questioned were aware of mobile coupons and that once people receive coupons then there is a strong probability that they will also redeem them.

As well as coupons, Juniper Research’s new report, ‘The Mobile Coupons Consumer Survey’ found that smart posters are likely to be popular among the 16-34 age groups. The ability to tap smart posters to receive coupons and product samples presents opportunities to market products in new and innovative ways, such as movie trailer downloads.

The report contains comprehensive analysis of the survey results by gender, age group, socio economic group and working status.  
Further details of the report ‘The Mobile Coupons Consumer Survey’ can be downloaded from the Juniper website.