Mobile Retail Market Will Boom by 2014

Pete Prestipino — Tue, 09 Mar 2010 16:04:00 GMT

Juniper Research is reporting in a new study that one-to-one marketing allied to the rapid proliferation of smartphones will be among the key drivers of a mobile retail market boom which is anticipated to exceed $12 billion by 2014.

The report found that the mobile retail sector - defined by Juniper as comprising mobile coupon redemption values, smart poster fees and advertising expenditure – would initially be dominated by coupons. However, it noted that mobile advertising expenditure would exceed coupon redemption values by 2013 as digital advertising spend is increasingly transferred into the mobile space. According to report co-author Howard Wilcox, “Retailers have recognized that, even ahead of their wallets, people will usually make sure they do not leave home without their mobile device. The mobile channel offers merchants the opportunity to differentiate from their competition and acquire customers that become loyal.”

Other findings from the Juniper report include:

• For brands and retailers, mobile offers the ability to change campaigns quickly (for example by time of day), and crucially the ability to track the success and customer acquisition rates.

• Usage of the mobile in a live shopping situation can be particularly effective – for example for product price comparisons

• While the mobile will be an effective channel for younger users who organise their lives around their mobile phones, older demographic groups are likely to be less receptive to using their mobiles in a retail situation

Mobile Coupon Redemption

Pete Prestipino — Thu, 05 Nov 2009 01:45:00 GMT

Juniper Research is forecasting that consumer usage of mobile coupons will generate close to $6 billion globally in retail redemption value by 2014.

The report does caution however that "user apathy amongst the wider public, as well as lack of willingness to change and learn a new method of making financial transactions are potential stumbling blocks," despite trial results which show high levels of acceptance. The vast majority of mobile coupon redemption value will be generated by the Far East & China, Western Europe and North America in 2014.

“Marketers can use the mobile device as the ultimate personal marketing channel. It is almost permanently switched on and physically with the consumer. This makes a great opportunity for brands and marketing agencies to access clients immediately, driving footfall and encouraging an instant decision,” explained Howard Wilcox, Senior Analyst at Juniper Research and lead report author

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'Net Features : juniper research

Mobile Retail Market Will Boom by 2014

Mobile Coupon Redemption