Report: Emerging consumer interest in m-coupons

A new JupiterResearch study reports that while adoption of mobile coupons remains limited, consumer interest is sufficient to add the service to the overall advertising mix. "Twenty-four percent of cell phone owners are interested in receiving special offers and coupons on their cell phones, yet barely one percent of cell phone owners have used text messaging for the purposes of obtaining a coupon or discount," Jupiter research director Julie Ask said in a prepared statement. "Cell phones offer advertisers the opportunity to serve highly targeted, just-in-time coupons to their customers, but opt-in requirements require a mindset that more closely resembles e-mail marketing than traditional coupons."

According to Jupiter, among advertisers employing mobile marketing strategies, 37 percent are targeting short-term product sales increases, emphasizing small-ticket items and spot purchases alongside high-value discounts. Jupiter also cites time-of-day and day-of-week redemption, instant delivery, geo-targeting and forward-to-friends features among the technological benefits galvanizing advertiser interest.

For more on the JupiterResearch report:
- read this release