A soon to be released study from Coupons.com, in conjunction with GfK Knowledge Networks, to identify the shopping behavior of the digital coupon user, shows that digital coupon users shop more frequently and spend significantly more during each trip than the average U.S. consumer.
The study, based on more than 200,000 households using digital coupons, and compared to 2.3 million shoppers, tell us that “...brands wanting to reach heavy grocery spenders... (should) strongly consider digital coupon sites as an important piece of their coupon and brand advertising market mix...” says Neal Heffernan, SVP/GM, Behavioral Insights Group at GfK Knowledge Networks
Heffernan continued by noting that “... the findings are unique from other studies... (in that) the research measures actual purchase behavior, not purchase intent... “
Higlights of the 52 week study included these digital coupon user facts:
In addition, Coupons.com also released the results of a second research project designed to measure timing of the next anticipated shopping trip, showing that 62% of visitors to Coupons.com planned to visit a grocery store within 2 days of printing coupons, or saving them to a loyalty card, and in fact 43% planned to shop within the next 24 hours.
The study asked Coupons.com users in January, 2012, “When is your next grocery shopping trip?” and found that:
Some more interesting “coupon” facts include:
For the slide show and additional information from Coupons.inc, please visit here.