Valassis Study Reveals Accelerated Mobile Coupon Use

Coupon Intelligence Report Explores Influence of Mobile Coupons on Consumers’ Everyday Purchases

LIVONIA, Mich.--()--A recent study by Valassis, a leader in intelligent media delivery, found that discounts received via smartphone or other mobile devices influence where 67 percent of consumers decide to shop. While paper coupons persist in popularity – 88 percent of all consumers and 91 percent of millennials use them – the desire for digital savings continues to grow. Coupon app use has increased 42 percent from 2016, and in-store shopping rewards app use has increased 34 percent during the same time period.

With the opportunity to reach and influence consumers at every point along their path to purchase, marketers can use mobile to drive foot traffic to stores near a shopper’s home, along their daily commute and near their place of work. Over 40 percent of full- and part-time employed respondents noted they would shop for consumer packaged goods (CPG) products close to work more often if they received coupons from nearby stores.

“Mobile discounts are increasingly important to consumers even as we see the highest rate of overall use coming from printed coupons,” said Curtis Tingle, chief marketing officer, Valassis. “The ability to influence customers along their shopping journey is not limited to one avenue – in fact, a combined print and digital strategy will produce the greatest results for marketers.”

The 2K17 Valassis Coupon Intelligence Report findings, which are derived from an online survey of 1,000 consumers, provides detailed insights into how print, mobile and digital coupons and discounts impact shoppers before, during and after the point of purchase for traditional CPG categories. Additional key findings on mobile coupons include:

  • 55 percent of shoppers search for discounts on their smartphone or mobile device in the store;
  • 51 percent of shoppers make a purchase based on a mobile notification in store;
  • While at the store, 69 percent of brand loyal shoppers (self-defined) will switch brands based on a discount notification they receive on their mobile device; and
  • 53 percent of consumers scan their receipts with a mobile app to receive cash back and/or points.

The complete 2K17 Valassis Coupon Intelligence Report, “Influencing Consumers Along the Path to Purchase” can be found here.

About the Study:

The study was fielded in the third quarter of 2016 in conjunction with a global, third-party market research firm with proficiency in internet surveys. The sample was derived from an online consumer opinion panel and all participants were at least 18 years of age and living in the contiguous United States. Consumers were emailed an invitation to participate in the survey and were given three days to complete it. The survey was closed once 1,000 completed responses had been reached. The responses were weighted by factors obtained from national census data to provide appropriate representations of demographic groups at summary levels.

About Valassis

Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis is a wholly owned subsidiary of Harland Clarke Holdings.


Mary Broaddus, 734-591-7375

Release Summary

A recent study by Valassis, found that discounts received via smartphone or other mobile devices influence where 67 percent of consumers shop. The desire for digital savings continues to grow.


Mary Broaddus, 734-591-7375