US Consumers Willing to Get Social for Deals

September 5, 2012

This article is included in these additional categories:

Analytics, Automated & MarTech | Data-driven | Email | Mobile Phone | Newspapers | Promotions, Coupons & Co-op | Social Media

redplum-digital-means-of-obtaining-discounts-sept2012.pngRoughly 4 in 5 online US consumers say they regularly share or swap coupons and deals with their friends and family, according to [pdf] a September 2012 report from Valassis and RedPlum. To save 25% or more, three-quarters report they would be willing to sign up for an email newsletter, while two-thirds would like a page on Facebook, and 17% would tweet or re-tweet a deal (up 5% from 2011).

That social sharing appears to pay dividends to its users. Half of those who report “always” sharing deals say they save $31 or more per week, compared to 18% of people who never share deals, as data from the “Fifth Annual RedPlum Purse String Study” reveals.

Deal Sharers Use a Variety of Channels

Among the consumers who report regularly sharing or swapping coupons with family or friends, their most common way of doing so is by word of mouth (67%), while other popular means include printed coupons (55%), email (40%) and social media (28%).

The report suggests that consumers have become more efficient in finding savings. 62% of respondents spend up to 2 hours per week seeking out savings, and report saving up to $30 per week using coupons. But while the average dollar savings from coupons was consistent with 2011, there was an increase of 18% among those who spend less than an hour per week looking for coupons, savings and deals from all sources.

Smartphones Enable Savings

Asked how they had used their smartphones for savings over the past 30 days, 21% of those who had used their device reported accessing a coupon in an email. 19% used their smartphones to compare deals, while 18% downloaded a coupon, 15% used a discount from a mobile text message, 15% downloaded a sales application, and 12% looked for deals via social media.

3 in 5 Plan Shopping Around Coupons, Deals

61% of respondents to the RedPlum survey plan their shopping trips around circulars, coupons and deals, up 10% from 2011. Comparison shopping is also up this year, with the number of respondents comparing prices online and in print up 9% over 2011.

A May 2012 report from MaxPoint Interactive and BIGinsight found that more than 90% of American grocery and CPG shoppers regularly research products online before purchasing them in-store. 3 in 4 would be more likely to try a new product at the grocery store if they have a coupon for it.

Other Findings:

  • 79% of the RedPlum survey respondents who are using more mobile coupons this year report saving up to $50 a week. The same proportion of respondents who are relying more on circulars to plan their shopping are saving up to that amount.
  • 82% of respondents who use more online coupons this year report saving up to $50 a week.
  • 88% of deal seekers say they are most likely to visit their favorite savings or deal websites on at least a weekly basis.
  • The leading categories for which consumers are most interested in finding savings remains constant year to year, with groceries first, followed by dining out and restaurants, and clothing.
  • Consumer interest in travel deals has increased 29% over 2011, and interest in services like dry cleaning and hair salons has increased 25%.
  • Consumers most frequently get their coupons and deals from newspapers, emails/coupon alerts, retail circulars, internet searches, and mail, in that order.

About The Data: The 2012 RedPlum Purse String Study is based on insights from more than 9,100 responses to an online survey, conducted on from June 12 through July 11 2012.

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