According to research conducted for Coupons.com, a growing number of consumers are seeking out and using digital coupons. These same consumers, it turns out, are highly educated, affluent and big shoppers.
According to the research conducted by GfK Knowledge Networks, digital coupon users:
- Make 69 shopping trips per year compared to 57 for the average shopper;
- Spend $55.05 per trip versus $44.87 for those not using coupons;
- Plan to go shopping within two days of either printing out a coupon from a site such as Coupons.com or downloading the offer to a loyalty card.
The research also showed that some stereotypes associated with coupon clippers do not apply to digital users. Roughly 25 percent of the U.S. population now uses digital coupons and those going online to get their discounts earn more (20 percent higher than U.S. average) and have higher educational levels (37 percent college graduates versus 27 percent of total population) than those who do not.
While the Coupons.com research findings reflect positively on the trend, digital coupons remain a very small part of the overall sales promotion picture for CPG brands and retailers.
According to NCH Marketing Services, a Valassis company, 89.4 percent of all coupons are distributed via free-standing inserts. Digital offers, while growing in popularity, still remain around one percent of all coupons distributed in the U.S.
- New Research Reveals Shopping Behavior of Digital Coupon Users - Coupons.com/Business Wire
- Forever Frugal Mindset Leads to $4.6 Billion Coupon Savings in 2011 - NCH Marketing Services
- Coupon Facts Report Provides Comprehensive Look at Marketers' Tactics and Consumer Response - NCH Marketing Services