March 09, 2017

Coupons have become more accessible than ever to consumers thanks to digital and mobile tools. And US Hispanic internet users overindex for every activity related to coupons, discounts and deals—digital or not—compared with internet users overall, according to a survey from direct marketing company Valassis conducted in Q3 2016.

About nine in 10 Hispanics search for deals in store circulars and find coupons in print publications before shopping, vs. just over 80% of overall internet users. Some 85% of Hispanics print coupons found online before going to the store, compared with 75% on average.

Additionally, Hispanics were 13 percentage points more likely to download paperless discounts on a store ID or loyalty card before shopping.

Hispanic shoppers also had no qualms about changing where they shop if it meant landing the best deal.

About nine in 10 said they switch stores to take advantage of weekly specials, vs. 82% of internet users overall. Meanwhile, eight in 10 Hispanics said they decide where to shop based on where they can use paperless discounts found on a mobile device or loyalty card, compared with about two in three total respondents.

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Hispanics were also much more likely to say they’ve increased the amount they shop at other stores because of better deals or because a store offers or accepts paperless coupons.

The buying power of US Hispanics continues to grow, but remains much lower than that of non-Hispanic whites, which may help explain the importance of coupons and deals to this group.

The Selig Center for Economic Growth estimated in a November 2016 report that Hispanic buying power in the US reached $1.39 trillion in 2016, compared with $11.46 trillion for non-Hispanic whites.

Courtesy of eMarketer


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