Coupons have become more accessible than ever to consumers thanks to digital and mobile tools. And US Hispanic internet users overindex for every activity related to coupons, discounts and deals—digital or not—compared with internet users overall, according to a survey from direct marketing company Valassis conducted in Q3 2016.
About nine in 10 Hispanics search for deals in store circulars and find coupons in print publications before shopping, vs. just over 80% of overall internet users. Some 85% of Hispanics print coupons found online before going to the store, compared with 75% on average.
Additionally, Hispanics were 13 percentage points more likely to download paperless discounts on a store ID or loyalty card before shopping.
Hispanic shoppers also had no qualms about changing where they shop if it meant landing the best deal.
About nine in 10 said they switch stores to take advantage of weekly specials, vs. 82% of internet users overall. Meanwhile, eight in 10 Hispanics said they decide where to shop based on where they can use paperless discounts found on a mobile device or loyalty card, compared with about two in three total respondents.