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1 in 4 Consumers Use Online Coupon Codes

by MarketingCharts staff
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In-Store Shopping Preferred

Seven in 10 (69%) adults surveyed would prefer to shop in-store rather than online if the merchandise and deals offered were the same, according to the Ipsos poll. Just 1 in 4 (26%) would prefer to shop online. However, some consumers are clearly budget-conscious: if offered better deals online, a much greater proportion (47%) would opt to do their shopping online. Even so, just as many (46%) would still choose to shop in-store, foregoing the savings of online shopping.

Only 1 in 10 to Spend More than Last Year

Just 11% of adults plan to spend more on the holidays this year than last year. In fact, more shoppers plan to spend less (45%) this year than the same (42%) as last year. Adults 35 and older are 40% more likely to cut back on their holiday shopping (49%) than younger adults (35%), while women are 25% more apt to do the same than men (49% vs. 39%).

Most Adults Spend 1+ Hrs Looking for Prices

5371-2.jpgMost adults will spend at least an hour searching for the best prices for their holiday purchases, with 38% of adults report spending one to three hours on coupon research and an additional 14% spending more than three hours. More than four in 10 (45%) of those polled spend less than an hour looking for the best possible prices. Around half of consumers (49%) search for deals throughout the year, while about 1 in 4 (27%) keep tabs on daily deals and online specials. Less than one in five (18%) wait until Black Friday or Cyber Monday to start their holiday shopping.

Forrester: Online Coupon Use Rises

The usage of online coupons by US consumers is increasing, according to an October 2011 survey from Forrester Research. Results from “The Impact of Online Coupons and Promotion Codes” indicate 66% of consumers will use online coupons for at least 25% of their purchases in the next 12 months, a 20% increase from 55% who used online coupons for at least 25% of their purchases in the last 12 months.

About the Data: The Ipsos poll was conducted September 8-13, 2011. For the survey, a nationally representative sample of 1,001 randomly-selected adults aged 18 and over residing in the U.S. was interviewed via Ipsos’ U.S. Telephone Express omnibus.