Everyone knows shoppers love discounts, but how do they find them and which channels do they prefer?
According to a RetailMeNot survey conducted by Forrester Consulting in June 2018, two-thirds of US digital shoppers look for discounts before they begin shopping. This behavior was strongest for categories such as travel (74%), clothing (73%) and electronics (70%).
Smartphones were the preferred device to search for coupons among digital shoppers ages 18 to 49 (45%), with a slight edge over searching on desktop/laptop (41%). The majority of those ages 50 or older turned to desktops (60%) and this group used smartphones (18%) and tablets (19%) in nearly equal measures.
Overall, mobile has grown in popularity for finding discounts. In 2014, just 10% used a savings app while that figure is now 38%, a 28% increase.
By our estimates, roughly half of US adults will use a mobile coupon this year, a 9.7% increase over 2017. This figure will grow to 57.5% by 2022 with continued higher adoption rates for internet users (64.6%).
The gap between paper and mobile coupons is closing, according to a June 2018 survey by CodeBroker. A majority preferred print (53%) but mobile wasn't far behind (47%). However, close to one-third (31%) printed out mobile coupons. Among the 69% who stored mobile coupons on their phones, most (57%) saved a text message link to access them while 28% saved them in a mobile app. Just 15% saved coupons to a mobile wallet.