Harvester passbookConsumers will redeem 10bn mobile coupons this year, up 50% on 2012, according to Juniper.

The analyst’s Mobile Coupons: Strategies, Opportunities & Forecasts 2012-2017 report says that retailers are increasingly using mobile as a way of driving footfall and enhancing customer engagement and retention, with Apple’s recent launch of Passbook expected to act as a catalyst to the deployment and adoption of mobile coupons.

What’s more, the report says that retailers have seen higher average redemption rate for mobile coupons (10%), when compared to traditional print media and PC coupons (1% or less).

Nevertheless, it warns retailers to be careful, noting that a number of offers had gone unintentionally “viral”, leading to brands being unable to service the demand.