US consumers appear mainly to be seeking out discount coupons and group deals offered by large retail chains rather than by individual brands.
The use of online coupons is becoming more widespread on mobile devices and the Internet. However, it appears that shoppers in the United States feel more loyalty towards particular stores than to individual brands. According to the June 2012 ‘Buy-havior’ Report from ShopAtHome.com, a search engine dedicated to discount coupons and deals, 86% of shoppers search for online coupons for a specific store or retailer or for product-specific deals, while a mere 14% look for a particular brand name.The reason seems to be that shoppers remain creatures of habit – they tend to go to the places that they know have the best deals and provide ease of use for their lifestyle.
Largeretail chains out in front
In fact, US consumers quite naturally go to the places where they usually shop. Basing its findings on the search requests made on its search engine from mid-May to mid-June of this year, ShopAtHome has identified consumer demand for reductions from the major retail chains. Walmart leads the way, followed by Kohl's (a US department store chain) and Target (the second-largest discount retailer in the United States after Walmart). And the results show that American discount-seekers are first and foremost looking for reductions on day-to-day consumer products.
Day-to-day consumer products have most couponing appeal
Top of shoppers’ lists are products such as toilet paper, with 18,151 search requests over the month, laundry detergents (16,307 requests), pet food (13,120) and coffee (10,999). When it comes to brands, Sony takes the top spot for searches on the ShopAtHome site. According to a separate study carried out by eMarketer, this phenomenon should continue to grow in 2012, with nearly half of all US consumers (88.2 million) making use of these coupons and group deals. By end-2013, the number of shoppers using this kind of discount deal is expected to rise to 96.8 million.