Mobile coupons are expected to experience a high level of growth in the coming years. A study by Infiniti Research has shown that global use of the digital discount tickets is expected to see an annual growth rate of 73% until 2020. This growth rate has been largely put down to the worldwide growth in internet users and new smartphone m-commerce services. According to analysts, the EMEA market saw the highest regional use of mobile coupons over the course of 2015, likely due to increasing “investment in the mobile market” and continuing innovation. It is also mentioned in the report that the increasing adoption of mobile wallets enables more consumers to be able to be targeted by mobile coupon campaigns.