Forecast: Users will redeem $43B in mobile coupons in 2016

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Consumers worldwide will redeem more than $43 billion in mobile coupons in 2016, an eightfold increase from the $5.4 billion in mobile coupon values subscribers will redeem in 2011, according to a new forecast issued by Juniper Research.

Juniper calls mobile coupons a "key catalyst" for the mobile commerce market, especially for brick-and-mortar retailers, because the offers sit at the intersection of advertisements, payments and loyalty schemes. The report also cites the increasingly innovative techniques driving mobile coupon targeting as marketers move beyond customer location to leverage lifestyle, work patterns, real-time activities, social networking and gaming opportunities.

Although mobile coupon redemption rates are set to explode across North America and Western Europe, Juniper stresses that growth hinges on consumers opting in to coupon programs.

"Handled properly, the mobile coupon builds customer loyalty as the user enters into a permission-based exchange of information with the brand, merchant or retailer, so that only relevant coupons are received," the firm states.

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