Mobile marketing campaigns involving promotional vouchers are six times more effective than traditional coupon strategies, a new study has shown.

Juniper Research, which carried out the survey, noted that mobile coupons have now been used by more than three million consumers in the UK.

Howard Wilcox, senior analyst at the company, commented: "The redemption rate for traditional paper coupons is typically one per cent or less but based on our survey, mobile coupons offer six times these rates."

Furthermore, the poll found that more than three-quarters of customers are aware of the platform and that it is most likely to be successful when targeted at 16 to 34-year-olds.

Juniper cited Orange Wednesdays as a prime example of a strong and successful mobile marketing campaign which makes use of coupons.

The operator recently created a new opportunity for its buy-one-get-one-free cinema ticket promotion by announcing the release of a mobile internet application for the iPhone.

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