Driven by integration into social networks.
New research from Juniper shows more than 500m people will use mobile coupons next year, a 30 per cent rise on 2012, with the growth powered by further integration into social networks.
Brands initially used the coupon platform to drive people into stores, but are now looking to develop loyalty and retention with customers, with services like O2 More offering special deals and discounts.
Apple's Passbook is also expected to stimulate the adoption with third-party marketing and couponing companies like Codebroker and Yowza! already delivering vouchers to the iOS 6 service.
Meanwhile, China has become a key mobile couponing market over the past year, with the Dianping couponing app downloaded more than 40m times alone.
However, retailers are reluctant to upgrade their Point of Sale terminals, which will stunt the growth of mobile coupons.
Dr Windsor Holden, report author, said: "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 ."