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parago-consumer-attitudes-to-rebates-may2013Consumers like rebates and are willing to go out of their way to get them, finds parago in its 3rd annual Shopper Behavior Study. 83% of respondents said they like to find rebates when shopping in-store, and the same percentage said that a discount via rebate is attractive when shopping online. 73% also believe that rebates provide a larger cost savings than other promotions, and a majority would prefer a rebate over a less attractive instant discount. That is, 65% would choose a $100 rebate over a $75 instant discount, and 74% would take a $30 rebate over an $18 instant discount.

Consumers are willing to go the extra mile for those rebates, too. 93% of respondents would drive 5-10 minutes out of their way (10-20 minutes round trip) for a $20 rebate on a $50 product, and 81% would do so for a $10 rebate. Interestingly, that latter inclination holds true across income segments, ranging from 77% of those with less than $50,000 in annual income to 86% of those with $100,000 or more in annual income.

Asked the online channels where they would want to receive exclusive rebate deals, 53% pointed to Facebook, followed by rebate websites (44%), Google (39%), Twitter (25%), LinkedIn (19%), company blog (17%), Pinterest (17%) and a retailer’s mobile application (16%).

Other Findings:

  • 80% of respondents agreed that the ability to submit a rebate via smartphone is attractive.
  • 75% agree that they want to scan a barcode in-store for rebates on their phone.
  • 80% will opt-in during the rebate process for more rebate offers.
  • 57% will participate in a social media contest (via Facebook, Twitter, etc.) to receive an exclusive rebate.

About the Data: The data is based on a national online survey conducted during March 2013 with 1,078 respondents representative of the US in terms of education, income, and gender.

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