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RetailMeNot Shoppers Trend Report: Americans Use of Mobile Coupons On the Rise [Professional Services Close - Up](Professional Services Close - Up Via Acquire Media NewsEdge) RetailMeNot recently reported the latest edition of its Shoppers Trend Report, which revealed that nearly all Americans (96 percent) are coupon users. In a release, the Company noted that according to the survey, the number of Americans who rely mostly on mobile coupons has been steadily increasing over the past few years (15 percent in 2014 vs. 10 percent in 2013 vs. 4 percent in 2010). This consumer behavior coincides with retailers and brands moving marketing promotions to more mobile and digital formats. "September is the official start of National Coupon Month. It's a reminder that we are a frugal nation that likes to save money when we shop," said Trae Bodge, senior lifestyle editor for The Real Deal by RetailMeNot. "We are excited to release our findings, based on millions of offer clicks on RetailMeNot, on the top cities that save using coupons and other promotions. Additionally, our survey findings show how a consumer's mobile phone is becoming a key device within their savings tool kit as millions of shoppers increasingly take advantage of digital offers, promotions and sales opportunities." Top Cities: -New York-Newark-Jersey City -Boston-Cambridge-Newton -Philadelphia-Camden-Wilmington -Hartford-West Hartford-East Hartford -Providence-Warwick -Baltimore-Columbia-Towson -Pittsburgh -Washington-Arlington-Alexandria -Tampa-St. Petersburg-Clearwater -Buffalo-Cheektowaga-Niagara Falls In the top ten active couponing cities, clothing and food categories ranked consistently at the top for click activity, followed by electronics and home and garden. According to the survey deep discounts aren't the only deals that shoppers appreciate, 43 percent coupon users consider discounts up to 25 percent to be a good deal. Respondents are most interested in deals that offer a specific dollar amount off of their purchase (30 percent). Other findings: -Coupon users living in the Northeast are more likely than those living in other regions to be most interested in receiving a specific percentage off a purchase (28 percent vs. 18 percent of the rest of the country). -Those living in the South are more likely than those living elsewhere (26 percent vs. 15 percent of the rest of the country) to be most interested in "buy one, get one free" deals. The study found that over the past four years, the use of printable coupons has declined quite significantly (58 percent in 2014 vs. 73 percent in 2010). However, digital coupon usage has increased substantially as the world has gone more digital with online (27 percent in 2014 vs. 16 percent in 2010) and mobile (15 percent in 2014 vs. 4 percent in 2010) coupon usage both up considerably since 2010. Other findings from the survey include: -Connected ladies: Online coupon usage for females has more than doubled in the last four years (25 percent in 2014 vs. 11 percent in 2010) -Recycle it: Printable coupon usage for 18- to 34-year-olds dropped significantly in the past four years (40 percent in 2014 vs. 57 percent in 2010) -Wired seniors: Online coupon usage nearly tripled for those ages 50+ over the past four years (18 percent in 2014 vs. 7 percent in 2010) In an August 2014 commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, entitled, "The State of Digital Coupons," 59 percent of respondents said that out of all the different types of promotions a retailer can employ, digital coupons still sway them the most when it comes to influencing a purchasing decision. The study also found that 63 percent of respondents agreed that digital coupons "close the deal" for them when undecided on a purchase. Once a consumer receives a digital coupon, most are redeemed within several days. Other findings: -91 percent of desktop users redeem a digital coupon within several days -More than 90 percent of smartphone and tablet users redeem their digital coupons within several days -Nearly one-third of coupons on smartphones or tablets are redeemed immediately -Nearly 30 percent of consumers used a digital coupon immediately upon receiving the offer ((Comments on this story may be sent to [email protected])) (c) 2014 ProQuest Information and Learning Company; All Rights Reserved. |