InsightExpress, a leading digital marketing research firm, recently released its second quarter 2010 Digital Consumer Portrait, a quarterly study of 1,000-1,500 consumers.

The study found mobile couponing to be an increasingly effective way to drive foot traffic into retail locations, and increase sales. In fact, the researchers found that 10 percent of consumers said they have made a special trip to a store after receiving a mobile coupon. That number even moved up to 20 percent within the 18-34-year-old age group. These are pretty significant numbers and should cause retailers who are still not currently using mobile coupons to stop and think.

The study also asked how consumers prefer to receive mobile coupons and found most prefer having coupons sent directly to their phone via text, as opposed to searching for them on their phone using an application.

InsightExpress’ June 2010 Digital Consumer Portrait study also found that four out of five people reported using their phone while shopping. Knowing that, why aren’t all retailers targeting customers via mobile?

You can read more about the study on Mobile Commerce Daily.