Survey: Mobile food coupon users show spirit of adventure

Consumers who rely on mobile coupons when food shopping are much more likely to experiment with new brands.



According to the latest edition of GfK MRI’s “The Survey of the American Consumer,” one in three (33%) U.S. adults agrees completely or somewhat with the statement, “I rely on mobile coupons while food shopping.” And almost half (44%) of these mobile coupon users say they like to “change brands often for the sake of variety and novelty,” compared to just 30% of the general population.



As part of the survey, a group of more than 25,000 U.S. adult respondents are continuously interviewed about their consumption of 6,500 products in nearly 600 categories and provide details about their lifestyles and attitudes.



The new research also shows that six in 10 (60%) of mobile food coupon users say they will “gladly switch brands to use a coupon,” compared to 49% of all consumers. And 48% say they like to receive mobile coupons based on their current location. This figure is significantly higher than the general population (36%).



In addition, one in four (26%) adults living in high-income households (earning $200,000 a year or more) reports using mobile coupons when shopping for food. These consumers also have higher-than-average willingness to switch brands for the sake of using a coupon (53%) and receive location-based coupons (51%).



Other findings show that mobile coupon use when food shopping is reported by 42% of 18-to 34-year olds – the highest level among key age groups – and by one-third (31%) of those ages 35 to 54.