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.
