In this econsultancy blog post, they are pointing to statistics that would say that mobile phones are seriously becoming part of the fabric of how we live our lives. This is probably the case with large retail chains but you can bet that the expectation is going to be there with small companies too.
This means that if you are going to offer a mobile coupon, your client may need to be prepared to honor it even if somebody brings it in to your client’s store. Also, this means that there may need to be a little more strategy involved in offering so-called web only coupons.
You and your client need to think through what you are trying to accomplish with the discount and who is actually going to use it. You will, of course, be dependent on, as a consultant, what your client knows about their customers.
What would be interesting is to see how this statistic compares to the United States. It would strike me that people in England are a little more advanced that we are here, based on my last trip to London. I can recall that almost decade ago that mobile phones had already been adopted by most of the population, when it widespread adoption had not yet taken place here.