Consumers searching online for coupons and savings are far more likely to be looking for store-centric deals than product-specific promotions, according to [pdf] a ShopAtHome.com analysis of more than a million coupon searches on its website from mid-May to mid-June 2012. Breaking down the searches into 3 categories, the report finds that 62% were store-specific, compared to 24% that were product-specific. Savings-driven consumers appear to be least loyal to brands, with just 14% of searches being for brand name product discounts.
Walmart was the most-searched-for store for the sampled month, while toilet paper headed up the list for products, and Sony topped the brand segment.
Coupon Shoppers Get Back to Basics
The report also finds that coupon shoppers are looking to save on consumable goods that they consistently use. Consumable goods accounted for half of the top 10 searched items on the site during the month, and 3 of the top 5. Sitting atop the list was toilet paper – with 18,151 searches – ahead of laundry detergent (16,307), pet supplies (13,120), coffee (10,999), and computers (9,743).
The study provides an interesting snapshot into the searching and buying habits of online coupon-driven consumers, and follows research released in April 2012 from Coupons.com and GfK Knowledge Networks, which found that digital coupon users shop more frequently and spend more heavily than the average shopper. MarketTools survey results also released in April indicate that coupon websites are becoming a valuable source for deals: among grocery coupon users, 36% turn to coupon websites like to hunt for bargains, a finding mirrored by SymphonyIRI research from January, which found that 35% of CPG shoppers use these websites.
3 in 4 Searches Occurred During Daytime
Data from the ShopAtHome “Buy-havior Report” indicates that deal hunting is primarily a daytime activity, with 73% of consumers using the website between 7AM and 6PM, regardless of the day of the week. The largest share of searches was conducted between 11AM and 3PM (27%), followed by the 3PM-6PM window (24%).
- Kohl’s and Target were the second- and third-most searched for retailers.
- Sony was searched for 3 more times than the next brand on the list, Swiffer.
- Site users were most commonly from New York City, Houston, Chicago, Los Angeles, and Denver, in that order.