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It was an exciting headline to read this week – “One In Ten Mobile Users Redeem Coupons.”

“Consumers have started to use mobile devices more extensively at the top of the shopping funnel—to research products and pricing, for example,” said Noah Elkin, eMarketer principal analyst and author of the new report, “Mobile Coupons: Offers and Deals Light Up the Last Mile.” “Mobile coupons will play a central role in broadening the appeal and acceptance of digital coupons among shoppers.”

eMarketer estimates that while mobile coupons represent a small portion of digital promotions, by 2013 the number using such coupons will nearly double, and 16.5% of all US adult mobile phone users will redeem a coupon that year.

This year, nearly one in five smartphone owners ages 18 and older will redeem a mobile coupon, representing growth of 117.6% and by 2013 almost one-third of smartphone users will be redeeming discounts on the go.

Awareness of mobile coupons is growing, but remains limited. One question should be, how can you leverage mobile coupons and maintain the integrity of the quality of your products?

For more on this report and more from eMarketer, click here.

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coupon, Mobile, sales, Smartphones