Research by Microsoft has found that m-commerce is growing in popularity amongst the UK population, with six in 10 people interest in mobile coupons.

The survey found that more than one third (37%) of respondents admitted that receiving a digital coupon would make them then want to visit the physical store to redeem it.

Jamie Wells, Microsoft Advertising’s director of global trade marketing said that couponing has proved to be the most effective and popular medium for advertisers.

“Coupons from FMCG retailers and entertainment brands are the most popular”, he commented, in an interview with New Media Age.

The research found that the likelihood of visiting a store that offered digital coupons depended on the vertical and ranged from 15% to 39%.

More than two thirds (72%) said that they had already visited an off-line store after receiving a mobile voucher for clothing, while almost one in five (19%) had already redeemed a mobile auto offer, such as booking a test drive remotely.

A similar number (17%) said they had purchased an entertainment service or product after seeing a related ad in their mobile browser, compared to 13% who did so after seeing an in-app ad.

Wells continued by saying that more than 40% of mobile users have used an app or browsed the internet for purchases in the entertainment and clothing sectors.

The study, of more than 2,000 people from the UK, US and France and was conducted during March 2011.

The research suggested that mobile internet was largely the same across different operating systems and that smartphone users spend almost 10 hours per week using the mobile internet.

“We expected to find the market dominated by Android and iPhone [in terms of repeat internet use] but there’s really not a lot of difference across the platforms,” said Wells.

Microsoft said that search (93%) was the most popular mobile activity followed closely by email (90%); but added that apps were more popular than browsers for social networking and playing music and games.

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit