6/21/13
Consumers who use digital coupons make 25% more shopping trips per year than the average shopper does, according to GfK. Digital coupon users make an average of 81 shopping trips annually, compared to 65 trips among shoppers overall.
Digital coupon users also spend more per trip than the average shopper-$53.14 vs. $47.01.
Digital coupon users also make more large stock-up trips (total expenditure of $75 or more) than the average shopper-19.5 trips per year, compared to 13.2 trips among shoppers overall.
Over the course of a year, this translates to 42% more dollars spent on groceries than the average household. Heavy users of digital coupons are even bigger spenders and make an average of 35.5 stock-up trips per year. Annual spending among overall shoppers declined slightly between 2011 and 2012, while that among digital coupon users grew.
Source: “Digital Coupon Redeemer: Shopping Trends,” May 2013, Neal Heffernan, SVP Behavioral Research, GfK Shopper & Retail Strategy, 10300 Alliance Rd., #425, Cincinnati, OH 45242; 513-559-3922; neal.heffernan@gfk.com; www.gfk.com. Price: Available online at no charge.
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