Coupon usage in digital marketing

The Sunday paper isn’t the only place to get coupons anymore. Internet couponing has become incredibly popular, especially within social media and email marketing campaigns. In 2010, online coupon usage was only 16 percent. However, in 2013, that number grew to 29 percent. Mobile couponing has increased as well, from a measly 4 percent in 2010 to 10 percent in 2013.

It’s estimated that thirty-four percent of shoppers who use their smart phones will also use their device for mobile coupons. By 2015 alone, there will be 74.1 million adult smart phone coupons users in the US.

What are the habits of online coupon users?

• Nearly 80 percent of consumers use coupons regularly
• 80 percent of those consumers describe themselves as “promotion sensitive”
• 7 percent say they have changed their purchasing focus to reflect needs more than wants
• If offered a coupon, 91 percent of coupon redeemers say they would visit a retailer again
• Nearly 60 percent of consumers say they wouldn’t have made a purchase had a coupon not been offered
• 62 percent of consumers spend an average of 2 hours per week searching for coupons and deals

When it comes to social media and coupons, Phil Frost of Main Street ROI says “[b]rands should use social media channels as well as other marketing techniques to advertise coupon campaigns.”

• 71 percent of consumers have searched online for a coupon after being made aware of it on social media
• 67 percent of consumers will “like” a brand’s Facebook page to receive a saving of 25 percent or more
• 54 percent have used a coupon found on social media
• 28 percent will share deals on social media
• 17 percent will Tweet or Retweet a deal from a brand on Twitter to save 25 percent or more

Finally, email coupon campaigns:

• 93 percent of consumers said they are quite likely to use coupons received via email
• 40 percent share the deals they receive via email with their friends
• 70 percent of consumers said they utilized a discount or coupon from an email within the last week
• Companies see an 82 percent open rate from their consumers

Sources:

• “Why Coupons Work [Infographic]” 2014. Blog.Hubspot.com
• “Surprising Mobile Ecommerce Statistics that Will Change the Way You Do Business.” 2014. KISSmetrics.com
• “US Mobile Users Turn to Smartphones, Tablets to Redeem Coupons.” 2014. EMarketer.com