Spending by retailers on mobile marketing will be almost double what was expected initially this year, a new report suggests.
Juniper Research says that retailers will spend $55bn on mobile marketing over the course of 2013, much more than the predicted figure of $28bn.
The report suggested that the development of a mass tablet market had created a range of opportunities for brands to engage with their consumers.
Ad spend on both tablets and smartphones is continuing to grow, while the report also said that coupon apps are becoming an increasingly popular way of driving retail footfall.
The report went on to highlight the increasing trend towards the development of additional channels in the global retail sector – such as augmented reality and near-field communications.