SAN FRANCISCO - More than 42% of women who redeem grocery and consumer coupons prefer receiving SMS-based coupons via their mobile phones, according to RadiumOne??s mobile coupon research study, "Improving The Performance of Mobile Coupons."

The survey, which targeted women between the ages of 35 and 54, found that 61.9% redeem grocery and consumer goods retail coupons. Just over half of female respondents (51.5%) prefer to display coupons to a cashier, while 23.8% like scanning-based methods and 42.3% prefer mobile-based coupons.

"As the predominate household decision-makers, women consumers represent a gaping opportunity for brands to capitalize on the mobile coupon trend," said Kamal Kaur, vice president of mobile at RadiumOne, in a press release. "We??re starting to see a pivotal shift in brand campaign strategies that are increasingly focused on reaching mobile audiences ?" mobile coupons in particular, are a great way to increase engagement, conversion rates and ultimately ROI."

Currently, retailers deliver coupons in four different ways including: scanning a QR code, checking-in on a mobile application, tapping their phone on a point-of-sales terminal, or redeeming coupons via digital loyalty cards. According to survey findings, the top three most frequently redeemed coupon categories included, groceries, retail goods, and food and drink.