Several studies have shown that consumers follow brands on social media in order to obtain some type of benefit, especially discount coupons and offers. After verifying this aspect, are they really used by users?
A study by NCH found that 80.6% of consumers reported the use of coupons some times (33.2%), very often (34%) or always (13.4%), while 14% said use them rarely or ever.
These data reveal a growth of 3% in relation to the use of coupons or discounts obtained by consumers compared to the previous year, also consolidating a continuous growth since 2007, when the use of these coupons was recognized by 63.6% of the participants. On the other hand, only 5.4% say that they do not use coupons, the lowest figure since 2007 when this percentage stood at 10.6%.
37.2% (almost 2 out of 5) of the users that compared their current use of the coupons with respect to previous years, said that they used them much more now, marking an increase of 11% over the 33 , 4% who mentioned it in 2010 and an increase of 62% compared to 2007. It should also be noted, however, that 1 in 10 reported having used fewer coupons last year.
The study data also indicate that 90.9% of consumers planned to make a shopping list with coupons before going to a store during the last year, 2.5% more than the previous year, and showing a substantial increase of 16% of the year 2007.
On the other hand, it was found that 64.1% of coupon users searched the Internet to find coupons either sometimes (26.4%), very frequently (22.1%) or always (15.6%) ). On the other hand, people who do not use the Internet to find savings coupons were reduced from 22.2% to 15.4%.
Where are the coupons downloaded?
39% of consumers download them from manufacturers ‘websites in Q4, although other popular uses of digital download are the retailers’ sites (37%) and the direct download from the coupon sites (35%).