Coupon use becomes more widespread
The research commissioned by UK coupon and voucher services provider, Valassis Ltd, found that promotional offers are having a greater impact than previously thought on the buying habits of post-recession shoppers.
According to the research, 61% of consumers use coupons (up from 52% in the June 2010 survey) with 24% stating that they use them “very frequently”. 16% said they were using more coupons than they were a year ago (up from 14% in 2010) and 37% said they looked out for more promotional offers than they did a year ago (up from 28% in June 2010). The main reason given for the increased interest in offers and coupons was the price of food (27%) and the rising cost of living (23%).
Interestingly, the research also revealed that AB shoppers used coupons as much as any other demographic group with 61% reporting coupon use, and 33% stating that they sought out more promotional offers than they did a year ago.
There were also differences between age groups with coupon usage being highest amongst 35 – 44 year olds at 67% (up from 57% in 2010).
Shoppers in the 25 – 34 age group were the most active in seeking out promotions at 47% (up from 33% in 2010).
Increase in coupon usage was the most marked in the 55 - 64 year old age group at 64% (up from 52% in 2010) and 29% of the 65+ age group said they were looking out more for promotional offers than a year ago (up from 16% in 2010).
Valassis said that internet marketers should take this as a clear signal to adapt their promotional messages to appeal to older consumers.
Coupon and voucher downloads from the internet has also grown in popularity with 22% of those questioned saying they had used a voucher or coupon found online (up from 20% in 2010), and 7% using a digital coupon or voucher from a mobile phone in the last year (up from 2% in 2010).
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