Company News • 12.09.2013
A Whopping 92% of American Consumers Are Coupon Users
RetailMeNot Shoppers Trend Report September
RetailMeNot, the largest digital coupon website in the United States, today released the National Coupon Month edition of its Shoppers Trend Report.
The report is revealing results from a poll conducted with The Omnibus Company on the types of coupons consumers use and which discounts are most compelling.
Coupons galore!
Ninety-two percent of consumers surveyed indicated that they are coupon users. While printable coupons remain the most widely used type of coupon (60%), online coupon usage has nearly doubled (29% vs. 16% three years ago) and mobile coupon usage has nearly tripled in the past three years (10% vs. 4% three years ago)!
- It is much more common for those 35 and over to still rely mostly on printable coupons than it is for 18- to 34-year-olds (70% vs. 44%).
- More than one in three (35%) parents use online coupons most often, compared with 26% of those without children.
- 18- to 34-year-olds are three times as likely as those ages 35 and over to use mobile coupons most often (18% vs. 6%).
- Over the past three years, online coupon usage has nearly doubled in the South (31% vs.17%) and West (29% vs. 18%)
- Non-parents tripled in mobile coupon usage over the past three years (9% vs. 3%).
Hello email
The overwhelming majority of respondents (93%) are very likely to use coupons or discounts they receive via email.
- Women are more likely to use coupons or discounts received via email than men (95% vs. 89%).
- Parents are more likely to use coupons or discounts received via email than those without children (96% vs. 91%).
- Those from urban areas (89%) are least likely to use the coupons or discounts they received via email when compared with those from small town/rural areas (95%) and suburban areas (94%).
What's a good deal?
According to the shoppers surveyed, a good deal is not what you'd think.
- Nearly half (43%) of consumers surveyed consider discounts of 25% or less to be a "good deal." In fact, over one in four (26%) believe that 1% to 24% represents a good deal.
- Coupon users are most interested in deals that offer a specific dollar amount off of their purchase (31%) and are least interested in coupons that offer free shipping (9%).
How do you use coupons?
Outside of Americans who are most likely to use coupons for meals at restaurants, one in four (24%) choose to use coupons for apparel, accessories and shoes.
- Smaller categories of coupon usage include electronics (15%), travel (8%), home decor (5%) and appliances (4%).
- 18- to 34-year-olds are more than twice as likely as those ages 35 and over to use their coupons for apparel/shoes/accessories (33% vs. 17%) and electronics (23% vs. 10%).
"We are very excited to kick off National Coupon Month and help millions save their hard-earned money," says Trae Bodge, senior editor of The Real Deal by RetailMeNot. "With nearly all Americans being coupon users, consumers can rely on RetailMeNot as a valuable source for their favorite coupons." To learn more, check out Jean Chatzky's piece on the history of coupons.
Source: RetailMeNot, Inc.
channels: mobile couponing, couponing systems
