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BizReport : Research archives : July 07, 2016

Study: Hispanics tuned in to coupons

When it comes to using coupons, Hispanic shoppers are clued in. That's the takeaway from new Valassis research that found that, while all demographics (90%) are using coupons, 92% of the Hispanic demographic base their purchases on newspaper and digital coupons.

by Kristina Knight

Hispanic shoppers are hunting for deals, and they aren't afraid to use coupons. According to Valassis researchers 85% of Hispanic consumers look for print coupons in newspaper inserts or snail mail while about 75% also print digital coupons. Nearly two-thirds are making purchases based on mobile notifications

"With substantial buying power, Hispanic consumers are an influential group for brands and retailers to activate through a combination of print and digital couponing strategies," said Curtis Tingle, Valassis chief marketing officer. "Hispanics are highly engaged when it comes to utilizing print and digital deals and discounts both prior to shopping and while in-store. Ultimately, this group is extremely savvy when it comes to saving."

Other interesting findings from the Coupon Intelligence Study include:

• 81% of Hispanic shoppers decide where to shop based on paperless discounts
• 67% search for mobile discounts while in-store
• 67% have switched brands to get better mobile discounts
• 37% are using mobiles more for shopping YoY because of mobile coupon offers

Tags: coupon, coupon trends, coupon use, ecommerce, Hispanic demographic trends, Valassis

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