2017优惠券与消费者购物行为调查报告（英文版）_24页-2mb

报告摘要

2K17 Valassis Coupon Intelligence Report Summary

Core Content

The 2K17 Valassis Coupon Intelligence Report titled "Influencing Consumers Along the Path to Purchase" provides an in-depth analysis of how consumers use print, digital, and mobile coupons and discounts throughout their shopping journey. The report highlights the evolving role of coupons in influencing purchasing behavior, both before, during, and after the purchase.

Main Trends in Coupon Use

Overall Use

90% of consumers use coupons from various online and offline sources.
Coupon usage is consistent across generations, with millennials showing year-over-year growth (from 88% to 94%).

Frequency of Use

There has been a significant increase in consumers who always use coupons.
Fewer consumers report rarely or never using coupons.

Use by Media Type

Consumers use the same or more coupons compared to 2016.
30% of consumers increased their use of paper coupons.
Over a third increased their use of digital coupons.

Key Insights on Coupon Influence

At Home

Over 90% of shoppers create a shopping list before going to the store.
84% of shoppers use coupons during the list-making process.
Parents are more heavily influenced by coupons and are more likely to use them when planning their shopping trips.

Impact on Product and Brand Selection

Over two-thirds of shoppers will only buy a product if there is a coupon for it.
86% of consumers make a purchase based on a discount in the store.
Coupons are a top influence for trying new products, with 20% of shoppers citing them as the primary reason for purchasing a product they wouldn't normally buy.

Store Selection

77% of shoppers decide which store to shop based on paper coupons.
67% decide based on paperless discounts received on a smartphone or mobile device.
82% of consumers switch stores to take advantage of weekly specials.

Segment Spotlight

Hispanic Shoppers

91% search for deals in store circulars before going to the store.
88% find coupons in print sources before shopping.
85% print coupons from the internet.
81% download paperless discounts onto their store ID or loyalty card.
51% increase shopping at stores other than their usual choice due to better deals.
45% increase shopping at stores that offer/accept paperless coupons.

In-Store Influence

52% of consumers who deviate from their shopping list do so to take advantage of sales, ads, or promotions.
81% of shoppers search for deals in store circulars while in the store.
61% download paperless discounts onto their store ID or loyalty card while at the store.
55% search for discounts on their smartphone while in the store.
51% make a purchase based on a mobile notification in the store.
69% of brand loyal shoppers switch brands based on a discount notification on their smartphone, compared to 58% of all consumers.

Everywhere in Between

Mobile Influence

61% of all shoppers use their smartphone or mobile device to save on CPG purchases.
87% of parents use their mobile device for savings.
Mobile savings apps have seen increased usage:
- Grocery store savings apps: up from 38% to 51%.
- Coupon apps: up from 31% to 44%.
- Cash back/points apps: up from 30% to 41%.
- In-store shopping rewards apps: up from 29% to 39%.
- Shopping list apps: up from 25% to 34%.
- Deal comparison apps: up from 25% to 32%.

Coupons Near Work

Consumers are interested in saving near or on their way to work.
Coupons from nearby stores can influence CPG purchases during lunch breaks or before the commute home.

After the Purchase

Post-Purchase Rewards

53% of consumers scan receipts with their smartphone to receive cash back, points, or more coupons.
Parents are more likely to scan receipts (82%).
Hispanic consumers show the highest rate of receipt scanning (73%).

Social Influence

60% of shoppers share brand reviews and savings with friends and family.
Hispanic consumers are more likely to share (80%).
Mobile coupon users are more likely to share (79%).

Conclusion

Coupons and discounts are influential at all stages of the shopping journey.
Integrated coupon strategies across print, digital, and mobile channels are essential for maximizing reach and engagement.
Parents and Hispanic consumers are particularly responsive to coupons, especially when planning and making in-store decisions.
Marketers should focus on building loyalty through rewards and social sharing, as these consumers can become key advocates for brands.

Fast Facts

Parents and Hispanic consumers are the biggest influencers.
82% of parents and 73% of Hispanic consumers scan receipts for rewards.
60% of all consumers share reviews and savings with friends and family.

About the Study

Conducted in Q3 2016 with a global market research firm.
Sample from an online consumer panel in the contiguous U.S..
Responses weighted to reflect demographic accuracy.

About Valassis

A leader in intelligent media delivery.
Provides media solutions to over 58,000 clients.
Offers unparalleled reach and scale through integrated online and offline data.
Subsidiaries include NCH Marketing Services, Inc. and Clipper Magazine.
Known for RedPlum® and the Has You Seen Me?® program.