7 in 10 Americans who follow brands online say that they want to stay more connected to those brands when they offer them coupons, discounts and free products, per the latest research from Ipsos Open Thinking Exchange. Americans seem particularly obsessed with savings, according to the study: they’re 40% more likely than the 24-country average to say that brands that send them coupons for discounts or free products make them want to stay more connected.
Within the US, discounts and free products prove far more attractive to women than men (82% vs. 57%), although the data is derived from a small sample (<100).
That gender gap also true across the 24 markets, though to a lesser degree. On average, 56% of female respondents said that brands that send them coupons for product discounts or free products make them want to stay connected to the brand. That compares to 45% of male respondents.
There was little variation in response when sorting by household income (range of 5% points between high and low), marital status, and education level. Groups that had a higher-than-average likelihood of responding favorably to discounts and gifts from brands included the unemployed (53%), under-35s (52%), while chief income earners, business owners, and senior executives and decision-makers were less likely than the average respondent to be influenced by these strategies.
While the study doesn’t describe exactly what is meant by “following brands online,” it presumably refers to following brands on social media, as that has been the top of previous Ipsos surveys.
A recent study from PricewaterhouseCoopers found that social media users are attracted to brands’ social sites primarily by deals, promotions, and sales.
About the Data: The Ipsos data is based on a total of 4,840 adults across 24 countries who follow brands online. Respondents were aged 18-64 in the US and Canada, and 16-64 in all other countries. The survey was conducted from December 4-18, 2012.
The countries reporting were: Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Great Britain, Hungary, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey and the US.