59% of coupon users choose digital

Saving money is still a top priority as 96 percent of U.S. shoppers report actively using coupons.

Growing at a rapid pace, digital coupon availability is becoming an important part of influencing purchasing habits, according to RetailMeNot's latest Shoppers Trend Report, conducted in conjunction with The Omnibus Company.

The report shows that the number of Americans who rely mostly on mobile coupons has been steadily climbing. In 2014 alone, 15 percent of the population has shown reliance on mobile couponing, up from 10 percent in 2013 and 4 percent in 2010. Conversely, the use of printed coupons has decreased from 73 percent in 2010 to 58 percent in 2014.

Digital coupons are a tremendous draw as 59 percent of shoppers said digital coupons held more sway than any other retail promotion.

Perhaps the rise in digital coupon use can be attributed to millennials. According to a Valassis Shopper Marketing Report, a whopping 92 percent of millennial shoppers download digital coupons to a loyalty card before heading to the store.

The consumer habits reflect a retailing trend of moving promotions to mobile and digital formats. In a separate survey by The Omnibus Company, 75 percent of retailers believe digital advertising delivers a higher ROI than offline advertising.

"September is the official start of National Coupon Month. It's a reminder that we are a frugal nation that likes to save money when we shop," said Trae Bodge, senior lifestyle editor for The Real Deal by RetailMeNot. "We are excited to release our findings, based on millions of offer clicks on RetailMeNot, on the top cities that save using coupons and other promotions. Additionally, 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."

Which regions came out on top for the most coupon use? Based on a ratio comparing use to city population, the Northeast is the clear winner with New York, Boston and Philadelphia topping the list of most active coupon users.

More than two in five respondents said that up to 25 percent in discounts is a good deal, and 30 percent are most interested in deals that offer a specific dollar amount off their purchase.

*This story originally ran in FierceMobileRetail's sister publication, FierceRetail.

For more:
-See this RetailMeNot press release

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