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A few more interesting mobile and smartphone shopper/buyer forecasts for 2012:

• Mobile shoppers will reach 72.8 million
• Mobile buyers will reach 37.5 million
• Smartphone shoppers will reach 68.6 million
• Smartphone buyers will reach 36.4 million

"Mobile retailing is undergoing rapid change. We are starting to see an 'arms race,' as the power of the mobile channel equips both the shopper and the retailer with capabilities they never had before," said David Snow, co-author of the Juniper Research Mobile Retail Marketing Report. "Each side has to keep up with the other and gain an advantage in order to clinch the purchase transaction in their favor."

The Mobile Retail Marketing Report from Juniper Research has found that the value of mobile retail marketing will reach $15 billion globally by 2012 as digital ad spend moves to mobile and mobile coupons gain acceptance. This is a growth of 50% over 2011.

The report investigates the various tools, techniques and mobile channels available to mobile marketers to influence the mobile shopper. Findings include:

• Smartphones and tablets have increased the capabilities of both the modern shopper and the mobile retail marketer
• Marketers now have new marketing channels to attract mobile shoppers, but equally shoppers have more access to competitive product and pricing information before making purchases
• Mobile is beginning to blur the lines between physical retailing and online retailing

SOURCE: Juniper Research Limited