Coupons are fast-becoming money savers that are clicked, not clipped, and in few regions is that more the trend than in Greater Hartford. Newly released data indicates that the Hartford-West Hartford-East Hartford market ranks #4 in the nation in the level of click activity, just behind New York, Boston and Philadelphia. According to results of a survey conducted by RetailMeNot, a leading digital offers destination, in conjunction with The Omnibus Company, the number of Americans who rely mostly on mobile coupons has been steadily increasing, as traditional scissor-clipped declines.
The study found that over the past four years, the use of printable coupons has dropped to 58 percent in 2014 from 73 percent in 2010. However, digital coupon usage has increased substantially as the world has gone more digital with online (27% in 2014 vs. 16% in 2010) and mobile (15% in 2014 vs. 4% in 2010) coupon usage.
The latest edition of the company’s Shoppers Trend Report revealed that nearly all Americans (96 percent) are coupon users, and retailers and brands are steadily moving their marketing promotions to more mobile and digital formats. A separate survey of retail executives in May 2014, also conducted by The Omnibus Company, found that 75 percent of retailers believe that digital advertising delivers a higher ROI than offline advertising, including circulars and direct mail.
September has been designated as National Coupon Month, and based on the level of coupon click activity in ratio with each city’s population, the Northeast is leading the way. Rounding out the top ten after New York, Boston, Philadelphia and Hartford are Providence, Baltimore, Pittsburgh, Washington, Tampa and Buffalo.
Western communities appear to lag in their savings activity, with the Las Vegas, Phoenix and Denver areas representing the bottom of the active-coupon-user list. In fact, the New York, Boston and Philadelphia areas appear to be four times more active than the Denver area at couponing, according to survey analysts.
In the top 10 active couponing cities, clothing and food categories ranked consistently at the top for click activity, followed by electronics and home and garden.
“Our survey findings show how a consumer’s mobile phone is becoming a key device within their savings tool kit as millions of shoppers increasingly take advantage of digital offers, promotions and sales opportunities.” says Trae Bodge, senior lifestyle editor for The Real Deal by RetailMeNot.
They survey also found that printable coupon usage for 18- to 34-year-olds dropped significantly in the past four years (40% in 2014 vs. 57% in 2010), and online coupon usage nearly tripled for those ages 50+ over the past four years (18% in 2014 vs. 7% in 2010).
According to the survey deep discounts aren’t the only deals that shoppers appreciate, as more than 2 in 5 (43%) coupon users consider discounts up to 25 percent to be a good deal. Respondents said they are most interested in deals that offer a specific dollar amount off of their purchase (30%). The survey also shows that interest in different types of deals varies by region.
- Coupon users living in the Northeast are more likely than those living in other regions to be most interested in receiving a specific percentage off a purchase (28% vs. 18% of the rest of the country).
- Those living in the South are more likely than those living elsewhere (26% vs. 15% of the rest of the country) to be most interested in “buy one, get one free” deals.
In an August 2014 commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, an overwhelming 59 percent of respondents stated that out of all the different types of promotions a retailer can employ, digital coupons still sway them the most when it comes to influencing a purchasing decision. The study also found that:
- 63 percent of respondents agreed that digital coupons “close the deal” for them when undecided on a purchase,
- More than 90 percent of smartphone and tablet users redeem their digital coupons within several days,
- Nearly 7 in 10 consumers (68%) said they strongly believe that digital coupons have a positive impact on a retailer’s brand
- 68 percent state that coupons generate loyalty
RetailMeNot, Inc. operates what the company describes as the world’s largest marketplace for digital offers, and for the 12 months ended June 30, 2014, the company had more than 625 million visits to its websites. See the complete list of the top 50 cities.
Top Cities (and Surrounding Metro Areas) Based on Click Activity
- New York-Newark-Jersey City
- Hartford-West Hartford-East Hartford
- Tampa-St. Petersburg-Clearwater
- Buffalo-Cheektowaga-Niagara Falls