Trend for electronic coupons slows, but 90% of shoppers say they regularly redeem paper

The consumer appetite for redeeming money-off coupons is growing, according to Valassis, with 90 per cent of UK consumers now stating that they use coupons.

However, the use of electronic coupons has remained fairly stagnant as, despite the general trend towards the increasing use of internet and mobile, only eight per cent of shoppers are using internet coupons more than they were last year and only nine per cent are using mobile coupons more.

Charles D’Oyly, managing director of Valassis, commented on the research: “Consumers are becoming more and more money off motivated with tracking down coupons becoming increasingly incorporated into everyday shopping behaviour, and many planning their shopping destinations according to where the best discounts are available.

“What’s particularly interesting is that the use of coupons and vouchers from mobile phones or the internet does not seem to be growing as rapidly as many might expect and paper still leads the way.”

The research was conducted between 19 and 21 April 2013 by Gfk NOP on behalf of Valassis, the coupon and voucher services provider for Sainsbury’s, Procter & Gamble, and Associated Newspapers.

Jennifer Faull

Jen Faull is deputy news editor at The Drum with a remit to cover the latest developments in the retail and FMCG sectors. Based in London, she has interviewed major business figures including top marketers from Mondelez, Unilever, Tesco, and Lidl.

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