According to Juniper Research, more than 300 million consumers around the world will have used mobile coupons by 2014, generating a projected value of $6 billion globally.
Juniper’s report finds that as smart phones are becoming more prevalent in developed markets, so are mobile coupon offers, particularly those that are linked to location based searches. For example, mall shoppers can use their smart phones to search the web for downloadable coupons for the stores at which they want to shop, leading them to the best deals.
The report also identifies several drawbacks of mobile coupon campaigning. For instance, most coupon schemes require users to provide their numbers, raising concerns about identity theft, spam and fake coupons.
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