News
Coupons Generate Surprise Return
(18 Nov 2009, BWCS Staff)More than three million mobile users in the UK have redeemed coupons sent to them via their mobile handset, claims a new survey by Juniper Research. The Mobile Coupons Consumer Survey casts light on the use of this increasingly popular marketing tool and puts the numbers accepting and using the virtual coupons at much higher than had been previously thought. The survey is designed to gauge the future prospects for new interactive mobile marketing techniques such as coupon services and smart posters.
According to Howard Wilcox, Senior Analyst at Juniper Research, "The redemption rate for traditional paper coupons is typically 1% or less, but, based on our survey, mobile coupons offer 6 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."
Juniper's survey showed that more than 75% of those questioned were aware of mobile coupons and that once people actually receive coupons there is a strong chance that they will redeem them, rather than merely ignore them. One of the most successful examples given in the survey is the free-movie ticket push by Orange, which offers a two-for-one coupon on Wednesdays.
As well as coupons, Juniper Research's new report found that smart posters are likely to be popular amongst the 16 to 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.
Back