Report: How Consumers Prioritize Savings in Digital Age of Convenience


Livonia-based intelligent media delivery company Valassis today announced the results of its 2017 RedPlum Purse String Survey, which indicates that consumers prioritize saving when shopping online.

Based on a survey of 8,550 value-seeking consumers, Valassis found that while shoppers want convenience in the age of home delivery and online retail, they prioritize saving by taking the time to find the best deals on and offline.

Overall, 53 percent of respondents indicated they invest more than two hours per week looking for deals and savings from all sources. About 25 percent of millennials and mothers indicate they spend more than four hours a week in their search for value.

Additionally, 41 percent of respondents report using a mix of print and digital coupons to save money, a 6 percent increase from 2016. More than half (52 percent) print out digital coupons for in-store use, and 71 percent say they would use a featured coupon code from a print advertiser to buy online.

“Consumers are embracing a multitude of channels to browse, research, compare prices, and make purchases,” says Curtis Tingle, chief marketing officer of Valassis. “This is keeping marketers of both small and large businesses on their toes, as they work to disrupt consumers’ non-linear shopping journeys. Our recent research indicates that shoppers don’t necessarily delineate between the physical and digital shopping worlds; they want to be able to redeem print and digital deals both in-store and online.”

The survey also indicates that more than 75 percent of respondents and 93 percent of millennial shoppers use mobile apps while in a store to look for coupons and discounts. More than half of millennials reported using mobile devices to compare deals online and in-store, and 57 percent of those surveyed say they have visited a store after receiving an offer on their mobile device when nearby.

More information about the survey can be found here.