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BizReport : Mobile Marketing : October 15, 2010

U.K. outstrips U.S. in mobile coupon use

Consumers in the U.K. want mobile coupons delivered to their phones, more so than their U.S. counterparts, according to new data from mobile transaction network mBlox.

by Helen Leggatt

Over three quarters of the 2,000 consumers surveyed use coupons when shopping, and more British shoppers have used mobile coupons than their American counterparts - 29% vs. 15%.

However, these figures are destined to rise as 71% of British and 42% of American consumers expressed an interest in having coupons delivered to their mobile handsets.

The coupon has shaken of any stigma attached to its use, perhaps in part due to the convenience of electronic and mobile formats. While only 1.5% of all coupons are currently distributed digitally, redemption rates are impressive at around 10-15% compared to an overall 1.2%.

However, some mobile couponing firms, such as eNowIt, boast of mobile coupon redemption rates as high as 25%.

"This success drives a lot of repeat business but it is surprising that more companies are not yet embracing this medium. Delivered in seconds and redeemed in minutes, no other advertising channel can reach consumers in such a contextualized way," says Chad Manning VP of Sales and Marketing of mobile couponing company eNowIt.

Tags: mobile coupons, mobile shoppers

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