Frequent users of online coupons (those who use them more than six times a year) spend an average of $1,850 online per year, compared to $1,025 spent by light users, according to Forrester Consulting for WhaleShark Media.
Those who increased their use of online coupons or promotion codes in the past year spent more on online purchases than those whose use of coupons and codes has declined or stayed the same.
Frequent users of online coupons are more open to trying new brands or switching brands than lighter users. The majority of online coupon users (60%) say they’d be likely to reconsider buying a product they’d placed in their shopping cart but had decided not to purchase if they received an online coupon or promotion code for it.
Eight in 10 coupon users (80%) think offering online coupons or promotion codes improves a company’s image.
Shoppers who visit coupon websites are more likely than online shoppers overall to say online coupons or promotion codes often close the deal for them when they’re undecided about a potential purchase (88% vs. 78%). Coupon website visitors have made an average of 13 online purchases the past six months, compared to 11 made by overall users of online coupons.
Source: “The Impact of Online Coupons and Promotion Codes,” September 2011, Forrester Consulting for WhaleShark Media. Forrester Consulting, 400 Technology Sq., Cambridge, MA 02139; 617-613-6000; msconsulting@forrester.com; www.forrester.com.
WhaleShark Media, Jill Balis, SVP Marketing, 301 Congress Ave., #700, Austin, TX 78701; 512-777-2970; www.whalesharkmedia.com. Price: Available online at no charge.
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