Technology changes everything, doesn’t it? Nearly 225 million people in America have smartphones, and over 171 million use messaging apps on those smartphones. Technology has changed the way we do everything, including how we save money when shopping for groceries and other consumer packaged goods.
Many still seek out the coupons in the weekly paper. The internet, however, has made receiving discounts possible at all hours of the day, from wherever you may be. With instant messaging, coupon apps, website offers, and various other online-based programs, saving money while shopping has become truly omni-channel.
Here are some statistics to keep in mind as you plan coupon marketing.
Coupons Have Mass Appeal
In 2018, 96% of consumers will use coupons and discounts on a general basis, while 81% use them regularly.
By 2015, more than 74 million people used coupons and discounts on their smartphones. That’s a lot of people who skipped the Sunday paper and went straight to online sources. In fact, only 79% of buyers used paper coupons. The desire for online options is growing. Of all consumers, 63% said they would increase the amount of coupons used of they were available online, and 53% said they want all coupons to be digital. As of now, only 9% of retailers offer mobile coupons and specials.
In general, 53% of consumers say they spend more than two hours per week looking for coupons. Moms and millennials spend the most time, with 25% of each cohort spending up to four hours per week in search of money-saving offers.
Breaking Down the Cohorts
Around 470 billion dollars of coupons are distributed in the USA each year. The use of these coupons varies from generation to generation.
For instance, targeted offers are more likely to appeal to millennials and Generation X, especially if it’s from a brand they’re loyal to.Only 31% of Baby Boomers used targeted offers, compared to 43% of Gen X and 52% of millennials.
Sometimes, these various generation will surprise you. Paperless coupon distribution has grown by 373%, but that doesn’t mean print is dead. For instance, Generation Z shoppers and even younger millennials are twice as likely to use paper coupons compared to other methods. These are your digital natives, too. And while 41% of millennials say they go to the internet to find coupons and 64% use their smartphones to find deals, 73% also say they get their coupons from paper sources, too.
Men and women also take different approaches toward discounts, especially when it comes to online coupons. Only 17% of male internet users use coupons for day-to-day shopping, compared to nearly 31% of women. Those numbers grow and even out some when we look at print and online coupons used by moms and dads. Moms are still more likely, at 98%, to use coupons, compared to 96% of dads.
Plan for Online Shoppers
With the introduction of online shopping options like Instacart, Amazon Prime Now, and many others, consumers are taking their grocery shopping to the internet. Dedicated ecommerce shoppers are a different animal when it comes to coupons and discounts. Online options are definitely more appreciated—83% of ecommerce shoppers receive coupons by advertiser email, 66% by social media, 48% by mobile app or push notification. During the holidays, 54% of online shoppers actually expect to receive discounts through online methods, particularly email.
Coupon marketing sees tremendous results. Coupon users typically spend 24% more per visit than regular shoppers, but you also have a chance to really get to know your buyers. 43% of consumers said they’d feel comfy sharing personal data in exchange for discounts and deals.
Planning discounts and deals is only a small part of marketing your CPG company to consumers. Whatever you need to reach your buyers, and wherever you are in your planning, we can help. Give us a call.
