By Rieva Lesonsky
Are you using digital coupons to market your business yet? If not, you may want to consider it. While you might assume that coupon users are on a low budget, a study done by Coupons.com with GfK Knowledge Networks found that digital coupon users shop more often–and spend significantly more during each trip–than the average U.S. consumer.
The study, which followed more than 200,000 households that use digital coupons for one year, found:
- Digital coupon users make 2 percent more shopping trips per year than the average shopper.
- Digital coupon users spend 23 percent more per shopping trip than the average shopper.
- Digital coupon users spend 49 percent more per year than the average shopper.
A second Coupons.com study found that digital coupons appear to be a major motivator or predictor for shopping. In this study, 62 percent of visitors to Coupons.com said they planned to visit a store within two days of printing coupons; 43 percent planned to shop within the next 24 hours.
The initial study also found:
- More than 55.7 million American consumers use online coupons, representing 25 percent of the U.S. population.
- Users of digital coupons have higher household incomes and are better educated than users of newspaper coupons and the general population overall.
- Consumers who use digital coupons have an average household income of $96,900, a 20 percent higher income level than the U.S average and 20 percent higher than average household income of users of newspaper coupons
- 38 percent of those who use digital coupons have a college degree, compared to 30 percent of those who use newspaper coupons and 27 percent of the general population.
For retailers and other businesses, digital coupons offer many advantages over paper-based coupons. They save paper, can be created quickly and easily, offer more convenience for consumers and are easy to track, so you can see which offers get the best response.
If you haven’t yet used digital coupons, now is the time to start. Coupons.com is just one of many websites where retailers can post digital coupons or discount codes for download. But there are other ways to send digital deals to customers. You can post coupon codes on your website; send digital coupons to your customers via text; include them in your email newsletters; or make special offers to customers via Twitter or Facebook.
How will you use digital coupons to grow your business?
Image by Flickr user Phil Campbell (Creative Commons)Google+