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BizReport : Ecommerce archives : March 22, 2016

Report: 90% shoppers now using coupons

Age isn't a factor for coupon use any longer. That's one of the key takeaways from the new 2K16 Coupon Intelligence Report, which indicates a majority of consumers from across demographics are now using coupons when they shop.

by Kristina Knight

"Ninety percent of all consumers across a variety of demographics use print and digital coupons," said Curtis Tingle, Valassis Chief Marketing Officer. "What may be a surprise is that 83 percent of the influential millennial generation used the same or more print coupons last year in addition to their increased digital coupon use. The key for astute marketers is to develop integrated print and digital coupon strategies to optimize consumer activation."

Some interesting findings from the report include:

• 90% of affluent ($100k+ yearly household income) use coupons
• 76% of affluents 'only buy' products if they have a coupon
• 91% of brand loyal shoppers use coupons
• 78% 'are influenced to buy' from new brands because of coupons

As to which coupons they are using - digital or print - 87% of shoppers are using print coupons they receive from mailings and 82% are using newspaper coupons. Millennials' coupons use for both mail and newspaper increased more than any other generations' use (YoY).

Researchers also found that shoppers are beginning to make their shopping trip lists according to the coupons they have. The report finds most (86%) are planning their shopping lists around coupons while 77% are selecting stores based on which ones accept paper coupons.

Image via Shutterstock

Tags: 2K16 Coupon Intelligence Report, coupon trends, coupon use, ecommerce, retail trends, Valassis

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