More than 500 million people around the world will receive mobile coupons next year, a 30% year-over-year increase that is being fueled by the integration of couponing platforms into leading social networks. In addition, Apple's recent launch of Passbook is expected to act as a catalyst to both coupon deployments and adoption.
The recent "Mobile Coupons: Strategies, Opportunities and Forecasts 2012-2017" report from Juniper Research notes, however, that retailers' reluctance to upgrade their POS terminals to process mobile coupons is creating a bottleneck that suppresses mobile coupon deployments.
"POS terminals can have a lifespan of a decade or more, so understandably retailers are wary about disrupting the terminal lifecycle and investing in new technology – whether NFC or barcode scanner – without being able to demonstrate a clear return on that investment," said study author Dr. Windsor Holden in a statement.
Other key findings include:
• Mobile coupon redemption patterns are shifting, with consumers increasingly storing coupons on the device rather than redeeming them right away
• China has experienced a huge uplift in mobile couponing adoption over the past year, with one couponing app alone – Dianping – downloaded more than 40 million times.
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