Digital coupons and deals - Statistics & Facts

With coupons and discount vouchers commonly available through direct mail, newspaper supplements or special publications, brick-and-mortar retailers and grocery chains have now also moved on to producing digital coupons that allow customers access through their various online devices. Online retailers also frequently offer coupons and special offers which are usually termed as promotional codes, discount codes or special vouchers that frequently include free shipping or a percentage or specific dollar discount. Coupons are one of the most popular way for online users to save money during their shopping journey and as of June 2019, about 60 percent of online shoppers worldwide looked for coupons and discounts while researching an unfamiliar digital retailer before making a purchase.

Whereas the traditional, offline coupon and daily deal industry has been around for decades, it is the digital and mobile coupon and voucher industry that has taken off immensely since the increasing usage of online and mobile internet services. Coupon apps frequently rank among the most popular retail apps in the United States and consumers increasingly expect retailer apps to include coupon and voucher functionalities. Mobile coupons are also a strong motivation for U.S. smartphone users to utilize mobile wallets – during a May 2019 survey, a fifth of respondents indicated that they would try a mobile wallet if it would make their lives easier by organizing things like offers, coupons, and loyalty cards. Exclusive mobile-only offers or mobile notifications of flash sales were also were also among the most popular types of in-app notifications according to U.S. smartphone users, highlighting a consumer willingness to receive push notifications if the incentive was just right.

Due to the increasing usage of smartphones during shopping, location-based offers and in-store deals have become an attractive way to interest customers in new brands or products. Daily deal sites and coupons are also a powerful marketing tool and rank among the most likely promotional tools that influence purchase decisions of consumers in the United States. Many consumers connecting with brands on social media do so in the hope of receiving regular coupons and other promotions.

The most-visited coupon websites in the United States include, Groupon, and Ebates. As of March 2019, Slickdeals generated an average of 68 million monthly visits, ranking first as the most popular coupon platform. Daily deals website Groupon was ranked second with an average of 51 million monthly U.S. visits. Formerly the flagship company of the industry, Groupon’s revenue has been steadily declining since 2013. Groupon’s TTM gross profit per average active customer has flatlined around 27.51 U.S. dollars in the second quarter of 2019.

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Digital coupons and deals

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