Valassis Study Finds Mobile Coupon Use On The Rise

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.

Details of the 2K17 Valassis Coupon Intelligence Report were announced in a press release. One of the biggest findings: Although paper coupons are still popular, with 88 percent of all consumers and 91 percent of millennials using them, consumer desire for digital savings continues to grow.

The report, which surveyed 1,000 consumers, also found that coupon app use has increased 42 percent from 2016, while in-store shopping rewards app use has increased 34 percent during the same period. While at the store, 69 percent of brand-loyal shoppers will switch brands based on a discount notification they receive on their mobile deviceS, and 51 percent of shoppers make a purchase based on a mobile notification in-store.

Mobile apps can also be used to drive foot traffic to stores near a shopper’s home, along their daily commute and near their place of work. In fact, more than 40 percent of respondents said 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.”