Coupon Statistics: The Ultimate Collection

By Brandon Carter | Updated on Feb 14, 2017 8:00:00 AM

For many, coupons have strange connotations. They're something moms cut out, or they're only used by poor folks or the elderly.

In reality, the opposites of these are true - coupons are incredibly popular among affluent folks and millennials (not to mention every other demographic), and they don't even have to be printed out anymore, so keep your scissors in the junk drawer.

As these statistics reveal, the coupon is still a driving force in commerce that connects people (and their wallets) to brands.

People will never tire of saving money, and brands are always looking to bring in new customers. Mix in a decade-long struggling economy, and you have a savings-savvy mindset that isn't going away anytime soon.

mobile coupons

Enjoy this collection of coupon stats, which we plan to keep updated with the most current and relevant research on an ongoing basis. If your company has completed research into these fields that we should include, please let us know.

Coupon Statistics

  • coupons stat96% of consumers use coupons (RetailMeNot
  • 85% of Americans use coupons (CreditCards.com
  • 83% of consumers use coupons (TSYS
  • 81% of consumers use coupons regularly (NCH
  • 90% of consumers use coupons, finding them from a variety of online and offline sources (Valassis)
  • 81% of consumers search for dining deals on a regular basis (RetailMeNot)
  • 90% of customers have looked for a restaurant deal at least once (RetailMeNot)
  • 85% of consumers look for coupons prior to visiting a retailer (RetailMeNot
  • 315 billion coupons were issued in the U.S. in 2013, 2.8 billion were redeemed (NCH
  • Consumers collectively saved $3.4 billion by redeeming coupons in 2014 (NCH)
  • 42% of consumers save over $30/week using coupons; 30% save over $50/week (Valassis)
  • 53% of Americans shop during sales or use coupons (APA
  • Over half of consumers use a coupon in at least one of every four purchases (RetailMeNot
  • 92% of consumers used a coupon on a purchase in 2016, compared to 93% the previous year (PRRI)
  • 87% of Millennials, 91% of Generation Xers and 96% of Baby Boomers used coupons in 2016 (PRRI)
  • 30% of coupon users have increased their use of paper coupons (Valassis)
  • 35.9% of consumers look through printed materials when deal-seeking (RetailMeNot
  • 50% of all shoppers read printed circulars to find deals for their last visit to the supermarket, while 32% clipped paper coupons via newspapers or other printed sources, and 25% used a printed circular in-store (Retail Feedback Group
  • Shoppers 18 to 25 years old use paper coupons twice as much as other methods (CreditCards.com
  • Over 80% of shoppers say they utilize more than one promotional media type to make purchase decisions, with print and websites being the most frequently used promotional vehicles (Market Track)
  • Coupon redemption was down 13% for 2015 compared to 2014 (Inmar
  • 321.3 billion manufacturer-funded coupons were distributed in 2015 (Inmar
  • 82% of consumers say digital coupons are a convenient option compared to printed coupons (Vibes
  • 51% of shoppers said they wished all coupons were digital (Inmar
  • More than three in five shoppers actively seek out coupons in preference to other types of promotions (RetailMeNot
  • 89% of consumers use paper coupons (Valassis
  • 46% of consumers prefer print coupons, from the newspaper and mail (Valassis
  • 87% of all consumers use print coupons they receive in the mail (Valassis)
  • 44% of consumers prefer to receive their coupons through the mail (Valassis)
  • 82% of all consumers use coupons delivered via the newspaper coupon book (Valassis)
  • 82% of Millennials use coupons delivered from the newspaper coupon book (Valassis)
  • 94% of millennials are using coupons in 2017 – up from 88% in 2016 (Valassis)
  • Millennials (34%) and Boomers (30%) expected to print more paper coupons and redeem them in stores (Neustar
  • 73% of Millennials say they find coupons in print sources such as the newspaper or mail, compared to 69% of GenX and 65% of Boomers (Valassis
  • 46% of Millennials, 63% of Generation Xers and 70% of Baby Boomers used paper coupons in 2016 (PRRI)
  • 35% of shoppers use print and digital coupons equally (Valassis)
  • 52% of consumers use mostly print coupons (Valassis)
  • 58% of consumers reported using more print coupons in the past year (Valassis)
  • 37% of consumers printed a digital offer, up from 20% in 2015 (Valassis)
  • 61% of Millennials spend over two hours each week looking for coupons and deals (Valassis)
  • Top 5 categories Millenials seek coupons in: groceries (93%), cosmetics (69%), clothing (62%), household items (60%), restaurants (57%) (Valassis)
  • 48% of Millennials, 39% of Generation Xers and 32% of Baby Boomers used online coupons in 2016 (PRRI)
  • 73% of consumers rely on coupons more than they did three years ago (Precima)
  • 62% of consumers print online coupons (PRRI)
  • 45.1% of Millennials use coupons (CCG Catalyst)
  • 71% of Millennials use coupons and other offers (Ibotta)
  • 47% of Millennials say they increased their use of coupons in the past year, 14 percentage points higher than all respondents and 21 percentage points higher than baby boomers (Valassis)
  • 85% of Millennials use coupons delivered in the mail (Valassis)
  • 34% of millennials report an increase in mail coupon usage, significantly higher than gen X and baby boomers (Valassis)
  • 41% of millennials have increasingly gone to the Internet to find coupons compared to 29% of all consumers (Valassis)
  • 55% of consumers spend more than 2 hours each week looking for coupons, deals and savings. (Valassis)
  • 58% of consumers prefer to receive discounts, promotions and coupons via email, 20% via print sources, and 10% via text message (PWC)
  • 83% of shoppers prefer in-store promotions, 81% like steep discounts and 55% like personalized offers (Precima)
  • 28% of shoppers are likely to spend more money if a retailer offers a percent off their total, 17% if they offer specific product deals (RetailMeNot)
  • 25% of consumers say their in-store shopping experience would be made better by real-time, personalized offers (PWC)
  • 57 % of Americans want to hear from retailers when there is a sale or promotion (emarsys)
  • 12% of online shoppers choose their favorite retailer because of personalized offers/marketing (PWC)
  • 70% of millennial shoppers believe personalized offers are of chief importance (Precima)
  • 73% of high earners bought something with a promotion in 2015 (RetailMeNot)
  • 71% of US internet users’ purchase decisions were influenced by coupons and discounts (CMO Council)
  • 44% of shoppers want brands to personalize coupons based on location. (Episerver)
  • 71% of consumers are most interested in offers received through mail (Vantiv)
  • 22% of consumers prefer mailed coupons to other methods, only 6% of Millennials prefer mailed coupons (Vantiv)
  • 70% of consumers report member-only discounts and offers is the key benefit of loyalty/reward programs (PWC)
  • 22% of consumers say deals and offers motivated them to join a loyalty program (3Cinteractive)
  • 93% of consumers consider special promotions as an influential reason for signing up for loyalty programs (CFI Group)
  • 55% of Millennials use their computers to look for coupons and discounts (eMarketer
  • 55% of US internet users will redeem a digital coupon or code at least once per year (eMarketer
  • 127.5 million Americans will use digital coupons in 2016, a growth rate of 5.2% (eMarketer)
  • 63% of consumers use coupons from paperless sources (Valassis
  • Overall paperless coupon distribution has grown 373% over the last four years (Inmar
  • US adults who redeem digital coupons will be up 7.6% in 2015 to 121.3 million  (eMarketer
  • The number of coupon prints has been declining 10% annually the past two years; load-to-card mobile and digital coupon format have quintupled in the same period (Catalina
  • Redemptions for load-to-card coupons increased 19.2% between 2014 and 2015 (Inmar
  • 30.6% of female internet users often use discounts and coupons for day-to-day shopping, compared to 16.8% of males (CreditCards.com
  • 40% of shoppers prefer receiving discounts on purchases over loyalty program points or a gift basket (Precima
  • 68% of consumers state that coupons generate loyalty (RetailMeNot
  • 91% of brand loyal shoppers use coupons (Valassis
  • 49% of consumers will gladly switch brands for a coupon (GfK)
  • 80% of shoppers would switch stores or brands when offered a compelling promotion (Market Track)
  • 53% of adults living in high-income households (earning $200,000 a year or more) are willing to switch brands for the sake of using a coupon (GfK)
  • 54% of consumers want personalized offers through SMS or app messages when close to a store (Capgemini)
  • 65% of customers are frustrated when discounts and promotions for retail stores are not personalized (Capgemini)
  • 78% of consumers are influenced to buy a brand they wouldn’t typically buy due to a coupon (Valassis)
  • 35% of consumers use coupons more than 50 times a year (TSYS
  • 63% of shoppers said they could not find coupons for the products they wanted to buy (Inmar
  • Digital coupons comprise just 3% of coupon spending (Catalina
  • 57.5% of US internet users 18 and older will redeem digital coupons or codes in 2015 (eMarketer
  • 32% of consumer report using online coupons or coupon codes more often in the past year (Valassis)
  • 73% of US online women have printed a coupon from a website (Shop.org)
  • 28% of women can't be bothered with coupons, 15% call them a necessary evil (ShopSmart
  • 83% of shoppers have made an unplanned purchase based on a promotion/coupon (Market Track
  • 62% of consumers are taking action to save on household expenses (Nielsen
  • 15% of consumers cite coupons as the top influence in pre-purchase decisions (the top response) (Nielsen)
  • 73% of holiday purchases are influenced by coupons and promotions (Deloitte
  • Households with incomes of $100,000 or more are twice as likely to use coupons as those earning <$35,000. College degree holders are also twice as likely to use coupons as those who did not graduate from high school. (Coupons.org via CNBC)  
  • 48% of consumers use 6+ coupons per shopping trip; 27% use 10+ (Valassis)
  • 49% of affluent consumers use 6+ coupons per shopping trip; 29% use 10+ (Valassis)
  • 90% of affluent shoppers use coupons (Valassis)
  • 28% of affluent household (incomes of $100K+) shoppers have increased their use of coupons in the past year (Valassis)
  • Among affluent household shoppers, 56% enjoy using coupons, and 87% believe that coupons save them a lot of money (Valassis)
  • 56% of affluents (those earning $100k+) shop around for specials/bargains, compared to 53% of other segments (Experian
  • 76% of affluent shoppers only buy a product if they have a coupon compared to 72% of all consumers (Valassis)
  • 88% of affluent shoppers use coupons from the mail, 84% use coupons delivered in the coupon book, and 81% find print coupons before shopping (Valassis)
  • 32.7% of affluents (those earning $100k+) are drawn to shop at a new store by coupons (Experian
  • 74% of U.S. adult online shoppers with annual household incomes of $75,000 or more use online coupons, compared with 59% of those under $35,000 (PromotionalCodes.com
  • 64% of those making $150k or more use coupons 30+ times a year, 67% of those making $100k to $149 use 30+ yearly (TSYS)
  • 83% of affluent shoppers make purchases based on in-store discounts, 77% search for deals in store circulars, 72% print coupons from the internet for use in-store (Valassis)
  • 86% of affluent shoppers are influenced by coupons to try new products, 80% are influenced to choose brands they would not typically buy (Valassis)
  • 56% of 13-17 year olds use coupons or coupon codes (RedPlum
  • 30.9% of retailers said a percentage discount was the most effective customer incentive (Retention Science
  • 36% of small businesses plan on using coupons to market their business in 2016 (Belly)
  • Consumers 18 to 45 favor discounts, while 46- to 75-year-olds prefer free shipping (Blue Hornet
  • 55% of shoppers digitally "clip" coupons (Inmar) 
  • 33% of consumers prefer coupons from the Internet (Valassis
  • 33% of consumers prefer coupons that are downloadable to retailer loyalty cards (Valassis
  • 75% of Millennials download paperless discounts to their loyalty cards before they enter store, 73% do so in the store (Valassis)
  • 89% of Millennial parents use coupons when planning their shopping list, compared to 78% of Millennials without kids (Valassis)
  • 62% of all consumers who download savings do so before they enter the store, 55% do so while in the store (Valassis)
  • Digital coupons for consumer packaged goods increased 21.2% in face value in the first half of 2016, registered print coupons increased by .6% (Kantar Media)
  • 54% of consumers would share personal information with retailers to receive personalized offers, up from 51% in 2015 and 33% in 2014 (Accenture)
  • 70% of consumers expect to receive product discounts in exchange for their personal information, 55% expect to receive exclusive offers and events (Colloquy)
  • 45% of consumers would fill out an online form to receive a coupon. (Valassis)
  • Customer orders using a promotion are up 34% versus 2015, and up 52% over the holiday season (Nov. 1-Dec. 5) versus 2015 in North America (Dynamic Action)
  • 44% of orders in 2016 were sold on a promotion (DynamicAction)
  • 77% of women would use mailed coupons during the holiday season, compared to 65% of men. (Epsilon
  • 53% of consumers use daily deals (Groupon, Living Social, etc) (TSYS
  • 64% of consumers use daily deals ten or more times a year (TSYS
  • 95.5% of shoppers say that they look at a weekly sales circular before shopping (Key Ring)
  • 14% of consumers are reviewing printed circulars for coupons three to four times a week (MarketForce)
  • Two out of five women have searched for a product because of an online coupon (NRF) 
  • 59% of consumers say they enjoy taking the time to find bargains (Nielsen)
  • 79% of consumers describe themselves as “price conscious,” always being aware of sales and discounts (Valassis)
  • 80% of shoppers say that using coupons makes them feel smarter (Inmar
  • 96% of consumers would still use coupons even after winning the lottery (RedPlum)
  • 60% of consumers feel that shopping is competitive and getting a better price than others makes them feel like winners (Yahoo!
  • 40% of shoppers automatically want the lowest price without having to clip or find discounts (Synchrony
  • 84% of companies plan to offer promotions in 2017 (SheerID)
  • 75% of companies are slicing margins to offer discounts (SheerID)
  • 64% of companies already offer or will offer exclusive promotions to specific customer groups like students, teachers and military members (SheerID)
  • 63% of companies offer their promotions year-round: 68% online and 39% in-store (SheerID)
  • How mothers find coupons: Print (78%), circulars (65%), digital (55%) (WomensForum
  • 36% of mothers would be drawn to a store they normally don’t shop because of a coupon, 33% of all female consumers (eMarketer)
  • 62% of millennial mothers search for and download mobile coupons (ROTH)
  • 67% of millennial mothers look for grocery coupons and deals via computer (AOL)
  • 86% of all consumers use coupons to plan their shopping lists (Valassis)
  • 49% of consumers plan their shopping trips around circulars and coupons (Valassis)
  • 51% of consumers say they print out digital coupons for use in-store (Valassis)
  • 77% of all consumers select their stores based on where they can use paper coupons (Valassis)
  • Top sources of coupons: Newspaper, online, store circulars (TSYS
  • The value of free standing insert (FSI) coupons increased 3.7% in 2015 to $515 billion (Kantar Media
  • 76% of consumers are willing to trade personal information for relevant offers (Forbes
  • 70% of consumers want coupons emailed to them for products they normally buy (Inmar
  • 57.4% of consumer claim they are more likely to buy a product from a retailer's site when the retailer emails them a discount code (Cue Connect)
  • 90% of retail email campaigns during the 2015 holiday season included an offer (Experian
  • More than 80% of shoppers want promotions that are tailored to their needs (Precima
  • 23% of consumers would do “pretty much anything” for a coupon  (Valassis)
  • 80% of participants signed up for email offers specifically to receive discounts (PRRI)
  • 70% of consumers would sign up for a newsletter to receive a coupon  (Valassis)
  • Twice as many Millennials as boomers check prices (Boston Consulting Group
  • 96% of students would be more likely to make a repeat purchase from a brand that offers student discounts (ID.me
  • 78.4% of students “always” or “usually” check for discounts before making their online purchases (ID.me
  • 41% of respondents said they "always" or "often" forget to bring paper coupons to the store (Urban Airship)
  • 48% of respondents said they "always" or "often" let coupons for products they're interested in expire or go unused (Urban Airship)
  • 57% of US online users have printed a coupon from a website (Shop.org
  • 40% of shoppers have left a retail store without purchasing because they left a coupon at home (Google
  • 79% of brand loyal consumers are influenced to buy a brand they typically wouldn’t purchase due to coupon influence (Valassis)
  • 79% of shoppers would not buy an item if they forgot to bring a coupon in-store (Forrester
  • 43% of coupon users consider discounts up to 25% to be a good deal (RetailMeNot
  • 40% of consumers would unsubscribe from a brand's marketing if the coupons or incentives were not good enough (Vibes
  • 36% of Millennials said they share digital content “to receive a coupon/discount/promotion" (Annalect
  • 30% of coupons users are most interested in deals that offer a specific dollar amount off of their purchase (RetailMeNot
  • 57% of consumers want real-time promotions and offers, yet only 20% want retailers to know their current location and only 14% want to share their browsing history (Accenture
  • 82% of consumers would welcome automatic discounts at checkout for loyalty points or coupons (Accenture
  • 49% are open to receiving coupons from their financial institutions (TSYS
  • 36% of food brands have coupon sections on their websites (L2
  • 68% of consumers always use deals, promotions and coupons, and the rest do sometimes (Blackhawk Engagement
  • 54% of consumers use coupons to save on basic necessities (Valassis)
  • Browsing for coupons is the second most popular digital activity for grocery shoppers (55%) (Nielsen
  • 75% of consumers print coupons from the internet before going to a store, 85% of Hispanic consumers (Valassis)
  • 83% of consumers find coupons in print sources before going to a store, 88% of Hispanic consumers (Valassis)
  • 68% of consumers download paperless coupons onto a store ID/loyalty card before going to a store,  81% of Hispanic consumers (Valassis)
  • 100% of supermarkets plan to increase their use of digital coupons (Aptaris
  • 56% have clipped coupons from a newspaper insert in the past 30 days (NAA
  • Sunday newspapers were the No. 1 source used to find coupons in the past 30 days, cited by 61% of adults who used coupons (NAA
  • 56% of those looking for deals feel they are overcharged to begin with if the manufacturer offers a coupon (GfK)
  • Emails that contain a coupon have an open rate of more than 14%, an increase in unique clicks of 34%, a transaction completion rate increase of 27%, a 48% increase in revenue per email sent (Experian
  • 63% of millennials would experiment with a new brand if they received a card-linked offer (Forrester
  • 50% of all shoppers are interested in using card-linked offers (Forrester
  • 52% of Millennials with children download retailer loyalty offers (Valassis
  • Retailers can recover 66% of out-of-stock incidents by offering shoppers an immediate discount (Zebra Technologies
  • 80% of shoppers said they blame the retailer if they have to wait because of another customer’s coupons, returns or customer service problems (LoyaltyOne
  • 58% of shoppers actively look for deals and promotions before going to the grocery store (Blackhawk Engagement
  • 31% of food shoppers say it is important to receive exclusive offers, coupons or other discounts (GfK)
  • 46% of travel shoppers looked for deals and promotions online in the past six months (Nielsen
  • 34% of consumer electronics shoppers looked for deals and promotions online in the past six months (Nielsen
  • 35% of beauty & personal care products shoppers looked for deals and promotions online in the past six months (Nielsen
  • 30% of fresh groceries shoppers looked for deals and promotions online in the past six months (Nielsen
  • 58% of consumers would shop for groceries online if they could use more coupons (Valassis)
  • Highly influential factors in grocery store selection: good value for money (52%), the lowest prices overall (48%), great sales or promotions (47%), good sales or coupons in the weekly circular (37%) (Nielsen)
  • 35% of U.S. retailers believe their company has a strategy in place to manage prices and promotions effectively across all channels (Precima)
  • 72% of Baby Boomers would shop online more if it were easier to use coupons (PRRI)
  • 28% of parents with school-age kids plan to use more coupons than last year for back-to-school shopping (NRF)
  • 21% of parents of college students are planning to use more coupons than last year for back-to-school shopping (NRF)
  • 61% of back-to-school shoppers say that online promotions will influence where they buy (Deloitte)
  • 78% of shoppers participate in showrooming (shopping in-store then buying at a lower price online) and 76% actively participate in webrooming (shopping online then buying in-store) (Market Track)
  • 8% of retail CMOs plan to use generic mobile coupons in their holiday marketing plans, compared to 34% in 2015 (BDO)
  • 89% of consumers said that deep discounts (including coupons) are the key determinant of what stores they will visit for holiday shopping (HRC Advisory)
  • 10% of holiday shoppers who didn’t buy gifts on sale last year plan to shop promotions in 2016 (RetailMeNot)
  • 83% of shoppers use up to 6 channels to find the best holiday deals and promotions (RetailMeNot)
  • 66% of shoppers are more likely to look for savings on restaurants during the holiday season (RetailMeNot)
  • 75% of holiday shoppers take some action to get a great deal: 46% would hunt online for the best price, 33% would search for discount codes, 26% would travel more than 1 hour to a store, and 23% would line up at the doors before a store opens (RetailMeNot)
  • 72% of holiday shoppers would be enticed by coupons to shop at a store they have not used in the last year (Accenture)
  • 60% of Millennials are encouraged to shop by special deals on Black Friday and Cyber Monday (RichRelevance)
  • 52% of Millennials think Cyber Monday is more important than it was 5 years ago (RichRelevance)
  • 33% of consumers think Cyber Monday is more important than it was 5 years ago, while 42% of consumers think Black Friday is less important than it was 5 years ago (RichRelevance)

Mobile Coupon Statistics

  • 32% of consumers prefer to receive their coupons through via smart phone (Valassis)
  • 36% of coupon users have increased their use of paperless coupons in 2017 (Valassis)
  • 96% of Americans plan to use their mobile device to find better retail bargains (Shopular
  • 72% of consumers have looked for coupons or offers while in-store via mobile device; millennials (90%) and affluent shoppers with $100K+ household incomes (81%) are more likely to do so (Valassis)
  • 44% of global shoppers use their mobile device to check for coupons or deals, 32% of North American shoppers (Nielsen)
  • 31% of consumers have accessed a coupon/promotional code via their mobile/smart phone while in store, 20% of Millennials (PWC)
  • 38% of consumers report using more mobile coupons in the past year (Valassis)
  • 49% of consumers used a savings app in 2016, up from 36% in 2015 (Valassis)
  • 44% of consumers downloaded a coupon to their loyalty card, up from 33% in 2015 (Valassis)
  • 46% of consumers redeemed a coupon code, up from 33% in 2015 (Valassis)
  • 58% of consumers visit a store, restaurant or business after receiving an offer on their mobile device (Valassis)
  • 70% of consumers check their mobile devices for coupons or offers (Valassis)
  • For some categories, the redemption rate for mobile coupons is more than 10 times the average for a paper coupon (Koupon
  • 33% of Millennials, 25% of Generation Xers and 17% of Baby Boomers used mobile coupons in 2016 (PRRI)
  • 90% of mobile device users have at least one subscription to access coupons, promotions and special discounts (CTA)
  • 55% of smartphone shoppers used a mobile coupon on their phone in Q4 2015 (Nielsen)
  • 39% of customers spend more if they receive a personalized mobile coupon (Koupon
  • 42% of mobile users have used a mobile coupon (Koupon
  • More than nine in ten mobile coupon users will redeem a coupon or code via their mobile device for online or offline shopping in 2017 (eMarketer
  • 50% of affluent shoppers (household incomes of $100k+) use mobile device to help save money (Valassis)
  • 34% of shoppers use mobile coupons/promotional codes (PWC
  • 15% of consumers primarily use mobile coupons (up from 10% in 2013) (RetailMeNot
  • 55% of consumers use a smartphone to find a coupon while shopping in-store (RetailMeNot
  • 36% of consumers would like to receive mobile coupons based on their current location (GfK)
  • 55% of consumers would visit a store, restaurant or business after getting a mobile offer when near the location (Valassis)
  • 56% of consumers visited a brick-and-mortar store after receiving a deal or offer on their mobile device when near a store (PRRI)
  • 45% would like to receive in-store coupons from their favorite brands (Scanbuy
  • Mobile coupon use was up 18% in 2015 for a total of 92.6 million consumers (Koupon
  • 65% of convenience store shoppers who use mobile coupons redeem offers within five minutes (Koupon
  • In 2015, 40.5% of US companies with more than a hundred employees will use mobile coupons for marketing purposes (eMarketer
  • By 2017, 48% of US companies with 100 employees or more will distribute mobile coupons (eMarketer
  • 57% of retailers offer mobile coupons (PointSource)
  • 9% of retailers offer mobile coupons, specials and promotions (BRP)
  • 1.6 billion coupons will be delivered annually to consumers via beacon technology by 2020 (Juniper
  • 11 million coupons were delivered to consumers via beacon technology in 2015 (Juniper
  • Mobile coupon redemption rate is predicted to reach 10% by the end of 2020 (Technavio)
  • 54% of North American shoppers are open to using mobile coupons in the future (Nielsen
  • 26% of North American shoppers are already using mobile coupons (Nielsen
  • 83.1 million consumers will redeem mobile coupons on smartphones in 2015 (eMarketer
  • 77% of smartphone users said mobile offers, such as surprise points or rewards, exclusive content and special birthday messaging, have a positive or very positive impact on their brand loyalty (Vibes
  • 66% of consumers would have a more positive opinion of a loyalty program if it enabled them to save and access information from their mobile device (Vibes)
  • 59% of consumers say their opinion of a retailer would be more positive if they started to receive coupons and offers that could be saved on their smartphones (Vibes
  • 65% of shoppers are open to using mobile or online coupons in grocery stores in the future (Nielsen
  • 32% of consumers have used a deal that they found online or on their mobile device at a restaurant in the past three months (RetailMeNot)
  • 19% consumers will use their smartphones to search for online deals while in a restaurant (RetailMeNot)
  • 46% of diners who earn $150,000 or more per year have used an online or mobile coupon at a restaurant in the past three months (RetailMeNot)
  • 26% of adults living in high-income households (earning $200,000 a year or more) uses mobile coupons when shopping for food (GfK)
  • 104.11 million adults will redeem coupons via mobile device for either online or offline shopping between 2014 and 2016 (eMarketer
  • 53% of the tablet consumer base will use a tablet for coupon redemption, compared to 40% of the US smartphone audience who will do so via smartphone (eMarketer
  • 66.4 million people will redeem coupons on tablets in 2015 (eMarketer
  • There will be 1.5 billion mobile coupon users by 2019 (Juniper
  • 59.2 million adult smartphone users in the US used their phones to redeem a mobile coupon for online or offline shopping in 2014 (eMarketer
  • 42% of millennial mothers look for grocery coupons and deals via smartphone (AOL)
  • 12% of brand marketers would use mobile loyalty to deliver offers and coupons (3Cinteractive)
  • 17% of consumers say irrelevant offers prevent them from joining a loyalty program (3Cinteractive)
  • There were 560 million mobile coupon users in 2014 (Juniper
  • 44.5% of US companies will use mobile coupons for marketing this year (eMarketer
  • 51% use coupon apps once or twice a month while 20% use them daily (ScanBuy
  • 44% want to see coupons, discounts and special offers in mobile wallets (Forrester
  • 84% of millennials and 80% of consumers with household incomes of $60k+ are more likely to use mobile payments if loyalty rewards and discounts are automatically applied (Urban Airship)
  • 64% of consumers are more likely to use a coupon after receiving expiration reminders via mobile wallet (Urban Airship) 
  • 55% of customers find mobile apps more useful than the store for finding promotions (Capgemini)
  • 60% of customers would adopt mobile payments if offered coupons (Koupon
  • 32% of mobile-pay users recalled receiving a mobile-pay incentive, up from 19% last year (ACG)
  • 86% of mobile-pay users who received an offer claimed that offer at point-of-sale or in-app (ACG)
  • Mobile pay users who received an offer redeemed them in store 4.6 times, compared to 3.1 times for those who did not receive an offer (average over 1 week period) (ACG)
  • 46% of mobile-pay offers are merchant-funded rewards. 40% of offers are provided by card-issuing banks (down from 58%) (ACG)
  • 78% of mobile-pay offers are linked to a specific merchant (ACG)
  • 94% of mobile wallet users are likely to save personalised offers and coupons (Vibes
  • 51% of retail shoppers are very interested in location-based, in-store mobile coupons (Zebra Technologies
  • 37% offer their promotions year-round on mobile devices (SheerID)
  • 82% of mobile wallet users say digital coupons are much more convenient than their paper counterparts either printed from the web or clipped from newspapers and circulars (Vibes)
  • 34% of consumers want location-based offers in mobile wallets (Forrester
  • 25% of consumers search or redeem coupons on their smartphones (Forrester
  • 64% of Millennials search for coupons on their smartphones (eMarketer
  • 43% of Milennials said they “clip mobile coupons” and “browse weekly ads” on their smartphones before grocery shopping (Retale)
  • Among Millennials who use their mobile device in-store, 40% said they did so “to find coupons and compare prices” (Retale)
  • Consumers who say they search for local deals on their smartphones while shopping, by generation: Millennials (36.6%), GenX (30.3%), Boomers (13.4%) (Experian
  • 47% will sometimes try a new product after receiving a coupon/discount offer while 23% said they "almost always" will (ScanBuy
  • 69% of consumers would use mobile payments methods if retailers offered discounts specific to their purchases (Nielsen
  • 70% of US adult digital coupon users redeemed a coupon or code on a mobile device in 2014 (eMarketer
  • 47.1 million people redeemed a coupon obtained from an app, mobile internet, QR code, or SMS on a tablet in 2013 (eMarketer
  • 34% of smartphone shoppers use their devices for mobile coupons (Nielsen
  • 54% of mobile shoppers who have used a mobile coupon obtained them from retailer websites (Nielsen)
  • 75% of consumers redeemed a mobile coupon in 2013 (Key Ring
  • Mobile coupons have a 10% redemption rate, compared to 1% or less for traditional coupons (Juniper
  • About 25 million Americans use coupon apps each month (NPD
  • 75% of consumers used at least one app to assist in their shopping experience while in-store, and 27.5% used at least three apps (RetailMeNot
  • 18% of retailers cite multi-retailer coupon apps as an effective sales driver (Forrester
  • 80.2% of mobile coupon users will use a tablet for redemption, 75.4% on a smartphone (eMarketer
  • 88% of consumers consider receiving coupons and special offers an acceptable use of in-store tracking technology (PunchTab
  • 45% of shoppers who use shopping apps while in-store look for coupons and discount offers, 38% use them to manage coupons (CFI Group
  • 30% of customers find in-store smartphone notifications of coupons for nearby products to be annoying (but a majority of consumers 18-44 find them helpful) (Genesys
  • 22% of shoppers 45 and under have used a mobile coupon, compared to just 6% of those over 45 (Sullivan Higdon & Sink
  • 67% of smartphone users say money-saving offers are why they use branded apps (Adobe
  • More than 40% of consumers search for coupons using a mobile app (RetailMeNot
  • 49% of digital coupons discovered on smartphones are ultimately used in-store to make a purchase, a 22% increase from 2014 (RetailMeNot
  • 60% of mobile coupon users say they will “gladly switch brands to use a coupon" (GfK)
  • 58% of consumers switch brands based on a discount notification they get via mobile in the store (Valassis)
  • 60% of mobile coupon users only use coupons for those brands they usually buy (GfK)
  • 54% of shoppers said that the ability to load coupons to a loyalty card or smart phone was “very” or “extremely" useful (Google
  • Grocery stores (41%), department stores (41%) and clothing stores (39%) are the most popular locations for mobile coupon redemptions (Neilsen
  • 18% of consumers use mobile or online coupons in grocery stores (Neilsen
  • The number one goal for 78% of mobile grocery shoppers using mobile coupons is to save as much money as possible (GfK)
  • 33% US adults agrees completely or somewhat with the statement “I rely on mobile coupons while food shopping" (GfK)
  • 55% of consumers express an interest in mobile coupons but only 10% have received one from a merchant (Mercator Advisory Group
  • 73% of smartphone users would like to receive instant coupons as they pass by an item in a store (Accenture
  • 60% of smartphone users are likely to save a coupon or offer from a mobile banner ad (Vibes
  • 49% of consumers said they prefer mobile ads to take them to a mobile coupon page (Vibes)
  • 21% of consumers search for coupons on their devices while in-store (JiWire
  • 63% of shoppers who use mobile devices in-store look for competitors’ coupons and prices (Connexity
  • 88% of 2015 holiday text messages from retailers included an offer (Experian
  • 45% of millennials access coupons via email on mobile devices (Valassis
  • 47% want a retailer to send a coupon to their smartphone when they are in-store or nearby (UPS
  • 61% of moms use mobile coupons (BabyCenter) Tweet: 61% of moms use mobile coupons http://ctt.ec/cBMG8+ (via @AccessLoyalty)
  • 39% of moms use their smartphones to find product coupons or deals while in-store (Millennial Media) 62% of U.S. moms search and download mobile coupons (IAB
  • 72% of moms say mobile coupons are the 'most appealing' offers in mobile ads (BabyCenter
  • 53% of moms say mobile coupons pushed their interest in mobile ads (BabyCenter
  • 61% of shoppers use a smart phone to save on purchases, 87% of parents (Valassis)
  • 29% of consumers increased their shopping at stores because they offer/accept paperless coupons, 45% of Hispanic consumers (Valassis)
  • 67% of consumers decide which store to shop based on paperless discounts via mobile device or loyalty card, 81% of Hispanic consumers (Valassis)
  • 49% of mobile shoppers plan to use mobile coupons during the 2015 holidays (GPShopper)
  • 53% of Millennials with children get coupons or deals on their smartphones (Valassis
  • 33% of back to school shoppers use their phones and tablets to look for coupons while in-store (ThinkNear
  • More than 80% of mobile coupon app users said that the ability to use the app anywhere they shop was very or somewhat important (MobiSave
  • 79% of mobile coupon app users said that receiving their rebate almost immediately without needing to reach a threshold or wait for a check in the mail was very or somewhat important (MobiSave
  • 24% of Millennials prefer scanning a QR code from their mobile phone to redeem an offer, compared to 18% of Gen Xers and 5% of Baby Boomers (Vantiv)
  • 55% of U.S. Adults are willing to view ads on connected devices in exchange for coupons/discounts (IAB)
  • The global mobile coupons market is predicted to post a compound annual growth rate of more than 73% by 2020 (Technavio)
  • 15% of brand marketers would leverage proximity notifications with offers via mobile loyalty (3Cinteractive)
  • 58% of beauty shoppers are interested in mobile apps that provide offers to redeem in-store (Mintel
  • 22% of beauty shoppers are influenced by a sale or the opportunity to use a coupon (Mintel

Coupons and Social Media

  • 58% of Facebook users like a company to receive discounts or promotions (eMarketer) - or 79%, according to (Marketforce
  • 37% of shoppers receive promotional offers via social media (PWC
  • 54% of consumers would like a page on Facebook for a coupon (Valassis)
  • 14% of consumers looked for deals through social media more over the last year (Valassis)
  • 94% of people follow brands on Twitter to receive deals and offers (Compete
  • 56.1% of mothers share coupons on social. Of these, more than one-quarter post about coupons at least somewhat frequently (eMarketer
  • 26% of consumers only “liked” a brand on Facebook for a one-time offer, then “unliked” them immediately after (Bridge Ratings)
  • 24% of consumers “unliked” a brand on Facebook because they didn’t offer enough deals (Bridge Ratings)
  • 90% of millenials share deals, 43% through social media (Valassis)  
  • 68.6% of students are “very likely” to tell others when a brand offers student discounts (ID.me
  • 63% of shoppers express a negative reaction to retailers who use social media to influence purchases, recommend products or share deals (Cognizant
  • 64% of consumers would “like” a page on Facebook to receive 40% or more in savings. (Valassis)
  • 44% of consumers say receiving promotional offerings via social media has influenced their online shopping behavior (PWC)
  • 3% of consumers prefer to receive discounts, promotions and coupons via social media over other sources (PWC)
  • 93% of retail CMOs reported advertising deals and promotions through social networks (BDO)
  • 43% of Millennials and Gen Xers are likely to share promotions through Facebook, compared to 12% of Baby Boomers and 3% of Retirees (Vantiv)
  2016 coupon stats

Topics: coupon statistics, coupon stats

Written by: Brandon Carter

Brandon is a writer and marketer for Access Development. He's a frequent blogger on customer and employee engagement & loyalty, consumer trends, and branding.

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