2013 DIGITAL CONSUMER STUDY
DIGITAL COUPON USERS SPEND 42% MORE ANNUALLY THAN AVERAGE SHOPPERS – UP 7% VERSUS 2011
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 covers six major product categories and 49 subcategories, also shows that heavy digital coupon users (defined as the top 1/3 of redeemers) are among the most desirable shoppers, spending 50% more per shopping trip and $3,171 more per year than average shoppers. The major categories covered are 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.