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Report: Consumers seek digital value


Livonia, Mich. – A large majority of consumers consider themselves value seekers, and they are increasingly using the Internet, social media and mobile devices to obtain value. According to the new Valassis Shopper Marketing Report, nearly eight in 10 consumers consider themselves value seekers, self-described as promotion sensitive or price conscious.

According to the Valassis Shopper Marketing Report, 71% of those who search the Internet for coupons have done so after hearing about it in social media; an average of 67% engage in showrooming, with Millennials at a much higher rate; 40% say their coupon usage has increased during the past year; and 24% report their use of smartphones to get deals has increased.

Other notable figures include:

• 85% of shoppers who use coupons search online and more than one-third say they are doing so more in 2013 compared to 2012;

• 40% have shared or traded coupons on social media, a 10%age point jump from 2012;

• 92% of Millennials use coupons to plan shopping lists;

• 51% of Millennials say their coupon usage has increased this past year, higher than all consumers and generational breakouts;

• 5% of Hispanic Internet users download coupons from retailer websites or mobile apps before shopping; and

• 70% have used a coupon found on social media; a 16%age point difference from all consumers.

“Marketers have access to a wealth of data and media choices. 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, Valassis VP, brand strategy and campaign solutions. “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.”

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