Digital coupon users shop more frequently and spend significantly more during each trip than the average U.S. consumer, according to a study released in May 2013 by Gfk, a global research firm focused on several major U.S. industries. The report, titled: Digital Coupon Redeemer: Shopping Trends, commissioned by Coupons.com, studied the spending habits of digital coupon users based on more than 120 campaigns run by Coupons.com.
The research examined six major categories: Food, Beverage, Personal Care/Baby Care, Household Care, Health Care and Pet Care. Findings showed that digital coupon users spend 42% more on groceries annually ($4,295) compared to average shoppers ($3,035); make 25% more shopping trips per week; and spend 13% more per trip.
“Heavy” digital coupon users ― the top one third of redeemers ― make 35% more shopping trips per week than average shoppers. They also spend 50% more per trip and $3,171 more per year.
The in-depth study looked at the 52 consecutive weeks of data through January 5, 2013, which included 2.2 million unique households.
The complete report may be accessed by clicking here.
