Digital coupon users – particularly heavy users – shop more often than the average shopper, and spend more heavily when they do, details Coupons.com in research conducted by GfK. The study looked at 120 campaigns which ran a digital coupon on Coupons.com during 2012, representing a cross-section of CPG categories, and compared the shopping behavior of digital coupon redeemers with the behavior of 2.3 million households in the GfK Knowledge Networks database. Digital coupon users were found to spend 13% more per grocery shopping trip than the average shopper ($53.14 vs. $47.01) and 42% more annually ($4,295 vs. $3,035). Heavy digital coupon users were even more active consumers. They spent 50% more than the average shopper per trip ($70.38 vs. $47.01), which combined with their 35% higher number of annual trips (88 vs. 65), led to them spending more than twice as much in annual dollars per household ($6,206 vs. $3.035).
The results echo findings from a similar study commissioned by Coupons.com and conducted by GfK last year.
Separately, Coupons.com released another study indicating that brands can benefit from introducing their new products to digital coupon users. The study, conducted by Millward Brown’s Dynamic Logic, tracked ad recall and purchase intent for 3 well-known CPG brands advertising on Coupons.com.
Across the 3 campaigns (one of which included display advertising on Coupons.com, one which included a custom site sponsorship, and one which included both display and sponsorship), the average increase in ad recall from the campaigns was 3.8 times better than industry benchmarks. That translated into increased purchase intent: shoppers were on average 9.2 times more likely to consider purchasing the products featured in the Coupons.com campaigns when compared to Dynamic Logic’s benchmarks.
It’s worth noting that the studies apply only to Coupons.com’s audience (even acknowledging that it appears to be an extensive one). As a result, a certain amount of caution must be used when interpreting the findings to apply to all of the digital coupon-using population. (Coupons.com’s audience, for example, may simply be more engaged with advertising, or more financially secure than the general digital coupon user. In other words, these studies may just serve to show that Coupons.com is a great place to advertise!)