Social media leads to a surge in coupon searches

The increased use of social media has led to Millennials using more coupons than their parents, according to a newly released Valassis Shopper Marketing Report. The survey shows that digital couponing is still a growing trend and that a whopping 92 percent of Millennial shoppers download digital coupons to a loyalty card before heading to the store.

The study also found that social media continues to play an important role in how retailers advertise promotions to consumers. Seventy-one percent of shoppers admitted that they have actively searched for a coupon online after hearing about it on social media. Furthermore, 40 percent shared or traded coupons on social media in 2013, up from 30 percent in 2012.

The data points to the important role that mobile also plays in digital couponing. Shoppers are far more likely to be coupon users in tandem with their mobile devices, the study found, with 24 percent of respondents stating that their use of smartphones to get deals has increased.

Overall, the study found that 85 percent of shoppers who use coupons search online, however, traditional paper coupons are still important, too. More than half of consumers (52 percent) still prefer newspapers as a source for finding coupons, and 51 percent prefer direct mail.

"These results highlight the need for considering multiple touch points to deliver the right message using the right blend of print, digital and in-store media," said Lisa Reynolds, VP of brand strategy and campaign solutions at  Valassis. "With a holistic view of the consumer, marketers can best identify their target audience and optimal ways to reach and activate them along their path to purchase."

For more:
-See this Valassis Shopper Marketing Report

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