Demand for mobile coupons high yet only 10% have ever received one

Recent research in the UK found that consumers aren't about to start using NFC technologies anytime soon. The survey of 2,000 adults by VoucherCodes.co.uk found that, even if they had the capability to do so, 60% would avoid using their mobile to pay for goods.

However, new research from US-based The Mercator Advisory Group, released in a report titled "Mobile Incentives: The Next Step in Device-Based Transactions", reveals that the market is ready for mobile incentives, such as mobile coupons, yet few mobile users have ever received such a communication on their device.

Mainstream acceptance of NFC technology may be a few years away, so there is a good window of opportunity for non-NFC models in the short term. There is certainly an untapped marketing willing and waiting to be addressed. The study found that, although over half (55%) of mobile users expressed an interest in receiving discounts or incentives on their device, just 10% have ever received one.

"Among consumers who had not previously engaged in any mobile incentives programs, between one-third and one-half claimed that they would be interested in each of the various programs discussed," says Dave Kaminsky, analyst in Mercator's Emerging Technologies Service and author of the report.

"As merchants begin to realize mobile incentives' potential for driving sales, the decision to mobilize their couponing and loyalty programs will become increasingly easy to make."

Tags: incentive, m-commerce, mobile marketing, mobile trends, mobile user, near-field communication