Ready-to-eat cereal was the most popular category for coupons accessed via mobile applications for the first half of 2010.

Coupons Inc.’s Coupons.com and Money Mailer Direct Marketing have partnered to increase the amount of coupons searchable via mobile and available online to consumers nationwide.

The Subway restaurant franchisees for the Buffalo, New York, area are recording a redemption rate of 5 percent to 6 percent for mobile coupons. Now compare that with the typical 1 percent to 3 percent redemption rate for paper coupons.