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Clip or Click? Over 500 Shoppers Surveyed about MOBILE COUPON Usage

Field Agent

September 14, 2016

MediaPost, citing research by eMarketer, recently reported that the number of mobile coupon users in the U.S. rose 18% last year to 92.6 million, a number that should increase another 11% to 104 million by the end of 2016.

To shed light on this and several other questions, mobile research firm Field Agent recently surveyed 525 shoppers—all smartphone users—about their couponing activity and preferences. The map shows the locations of survey respondents.

Quick-Fire Q&A: Couponing, Mobile Coupons

1. For overall usage, how do mobile coupons stack up against conventional, paper coupons for in-store shopping?

In Field Agent’s survey of 525 adult shoppers, fully 96% reported that, at one time or another, they’ve used paper coupons for in-store shopping. Yet mobile coupons, which are accessed through a smartphone app, have virtually caught up to paper coupons. 94%, in all, said they’ve used a mobile coupon when shopping in stores.

Additionally, 91% have used email coupons, 84% text/SMS coupons, and 76% social media coupons.

Note: All respondents in this survey are smartphone owners. The survey was administered through the Field Agent smartphone app, and all participants were compensated.  

2. Which coupon categories are making the greatest gains with shoppers these days?

Field Agent asked respondents to consider how their coupon usage across five categories—paper, mobile, email, text/SMS, and social media—has changed over the last three years. The chart displays the results, and includes only those who report using the specified coupon category.

The big storyline is how mobile—and, indeed, other digital coupon categories—have become considerably more prevalent among shoppers in the last few years, perhaps at the expense of paper couponing.

After all, 88% of shoppers said they’re using mobile coupons more today. (52% reported using them much more.) Over the same interval, more than 30% of respondents reported dwindling usage of paper coupons.  

3. Ultimately, which coupon category do shoppers say they prefer?

When forced to choose one "most preferred" coupon category, exactly half (50%) said they'd favor mobile coupons over other coupon types. Among Millennials, 18-35 years old, 55% expressed preference for mobile coupons.

For the sample on the whole, 22% prefer paper coupons, 13% email coupons, 8% text/SMS coupons, and only 1% social media coupons (i.e., “‘like’ our page”; “show us this post”).

4. What are the most popular product categories for in-store coupon/rebate/perk usage?

Field Agent asked shoppers, “For which of these product categories do you regularly use coupons, rebates, and/or loyalty perks to save on in-store purchases?”

Among at least occasional coupon-users (n = 491), the top 5 product categories for coupon/rebate/perk usage are:

  1. Home essentials (e.g., toilet paper, trash bags) – 74%

    Personal care/beauty (e.g., cosmetics, soap) – 74%

    Personal health (e.g., medicine, supplements) – 60%

    Canned foods – 55%

    Clothing and accessories – 52%

    5. What are the most popular retailer-specific apps for saving money on in-store purchases?

    The survey presented 15 common retailer-specific apps and asked, “Which of the following do you currently have on your smartphone, that you at least occasionally use for in-store coupons/rebates/loyalty perks?”

    Limiting the results to those who use retailer-specific apps for in-store savings (n = 450), the top 7 were:

    1. Walmart – 54%

      Target – 51%

      CVS – 31%

      Walgreen’s – 29%

      Kroger – 25%

      Kohl’s – 23%

      Best Buy – 17%

      6. And what are the most popular coupon and savings apps with shoppers?

      Of course, many shoppers access coupons, rebates, and the like through apps not directly associated with any retailer. Which of these are most popular with shoppers who use such apps (n = 450)?

      Of 16 apps presented, the top 5 were:

      1. Ibotta – 68%

        Checkout 51 – 48%

        Groupon – 46%

        Shopkick – 45%

        RetailMeNot – 37%

        7. What prevents shoppers from using coupons/rebates more frequently (or altogether) when shopping in stores?

        At 58%, remembering coupons are available is the top reason shoppers don’t use coupons or rebates more regularly. It seems many shoppers forget they’re available.

        Other relatively common impediments to in-store coupon/rebate usage include: lack of time to find and collect (42%), insufficient savings (i.e., savings aren’t worth the effort; 29%), and difficulty using (i.e., retailer policies/processes/personnel make using too difficult; 27%).  

        Other Key Takeaways from Field Agent's Survey: 

      2. Ibotta – 68%

        Checkout 51 – 48%

        Groupon – 46%

        Shopkick – 45%

        RetailMeNot – 37%

        7. What prevents shoppers from using coupons/rebates more frequently (or altogether) when shopping in stores?

        At 58%, remembering coupons are available is the top reason shoppers don’t use coupons or rebates more regularly. It seems many shoppers forget they’re available.

        Other relatively common impediments to in-store coupon/rebate usage include: lack of time to find and collect (42%), insufficient savings (i.e., savings aren’t worth the effort; 29%), and difficulty using (i.e., retailer policies/processes/personnel make using too difficult; 27%).  

        Other Key Takeaways from Field Agent's Survey: 

    2. Walmart – 54%

      Target – 51%

      CVS – 31%

      Walgreen’s – 29%

      Kroger – 25%

      Kohl’s – 23%

      Best Buy – 17%

      6. And what are the most popular coupon and savings apps with shoppers?

      Of course, many shoppers access coupons, rebates, and the like through apps not directly associated with any retailer. Which of these are most popular with shoppers who use such apps (n = 450)?

      Of 16 apps presented, the top 5 were:

      1. Ibotta – 68%

        Checkout 51 – 48%

        Groupon – 46%

        Shopkick – 45%

        RetailMeNot – 37%

        7. What prevents shoppers from using coupons/rebates more frequently (or altogether) when shopping in stores?

        At 58%, remembering coupons are available is the top reason shoppers don’t use coupons or rebates more regularly. It seems many shoppers forget they’re available.

        Other relatively common impediments to in-store coupon/rebate usage include: lack of time to find and collect (42%), insufficient savings (i.e., savings aren’t worth the effort; 29%), and difficulty using (i.e., retailer policies/processes/personnel make using too difficult; 27%).  

        Other Key Takeaways from Field Agent's Survey: 

      2. Ibotta – 68%

        Checkout 51 – 48%

        Groupon – 46%

        Shopkick – 45%

        RetailMeNot – 37%

        7. What prevents shoppers from using coupons/rebates more frequently (or altogether) when shopping in stores?

        At 58%, remembering coupons are available is the top reason shoppers don’t use coupons or rebates more regularly. It seems many shoppers forget they’re available.

        Other relatively common impediments to in-store coupon/rebate usage include: lack of time to find and collect (42%), insufficient savings (i.e., savings aren’t worth the effort; 29%), and difficulty using (i.e., retailer policies/processes/personnel make using too difficult; 27%).  

        Other Key Takeaways from Field Agent's Survey: 

  2. Home essentials (e.g., toilet paper, trash bags) – 74%

    Personal care/beauty (e.g., cosmetics, soap) – 74%

    Personal health (e.g., medicine, supplements) – 60%

    Canned foods – 55%

    Clothing and accessories – 52%

    5. What are the most popular retailer-specific apps for saving money on in-store purchases?

    The survey presented 15 common retailer-specific apps and asked, “Which of the following do you currently have on your smartphone, that you at least occasionally use for in-store coupons/rebates/loyalty perks?”

    Limiting the results to those who use retailer-specific apps for in-store savings (n = 450), the top 7 were:

    1. Walmart – 54%

      Target – 51%

      CVS – 31%

      Walgreen’s – 29%

      Kroger – 25%

      Kohl’s – 23%

      Best Buy – 17%

      6. And what are the most popular coupon and savings apps with shoppers?

      Of course, many shoppers access coupons, rebates, and the like through apps not directly associated with any retailer. Which of these are most popular with shoppers who use such apps (n = 450)?

      Of 16 apps presented, the top 5 were:

      1. Ibotta – 68%

        Checkout 51 – 48%

        Groupon – 46%

        Shopkick – 45%

        RetailMeNot – 37%

        7. What prevents shoppers from using coupons/rebates more frequently (or altogether) when shopping in stores?

        At 58%, remembering coupons are available is the top reason shoppers don’t use coupons or rebates more regularly. It seems many shoppers forget they’re available.

        Other relatively common impediments to in-store coupon/rebate usage include: lack of time to find and collect (42%), insufficient savings (i.e., savings aren’t worth the effort; 29%), and difficulty using (i.e., retailer policies/processes/personnel make using too difficult; 27%).  

        Other Key Takeaways from Field Agent's Survey: 

      2. Ibotta – 68%

        Checkout 51 – 48%

        Groupon – 46%

        Shopkick – 45%

        RetailMeNot – 37%

        7. What prevents shoppers from using coupons/rebates more frequently (or altogether) when shopping in stores?

        At 58%, remembering coupons are available is the top reason shoppers don’t use coupons or rebates more regularly. It seems many shoppers forget they’re available.

        Other relatively common impediments to in-store coupon/rebate usage include: lack of time to find and collect (42%), insufficient savings (i.e., savings aren’t worth the effort; 29%), and difficulty using (i.e., retailer policies/processes/personnel make using too difficult; 27%).  

        Other Key Takeaways from Field Agent's Survey: 

    2. Walmart – 54%

      Target – 51%

      CVS – 31%

      Walgreen’s – 29%

      Kroger – 25%

      Kohl’s – 23%

      Best Buy – 17%

      6. And what are the most popular coupon and savings apps with shoppers?

      Of course, many shoppers access coupons, rebates, and the like through apps not directly associated with any retailer. Which of these are most popular with shoppers who use such apps (n = 450)?

      Of 16 apps presented, the top 5 were:

      1. Ibotta – 68%

        Checkout 51 – 48%

        Groupon – 46%

        Shopkick – 45%

        RetailMeNot – 37%

        7. What prevents shoppers from using coupons/rebates more frequently (or altogether) when shopping in stores?

        At 58%, remembering coupons are available is the top reason shoppers don’t use coupons or rebates more regularly. It seems many shoppers forget they’re available.

        Other relatively common impediments to in-store coupon/rebate usage include: lack of time to find and collect (42%), insufficient savings (i.e., savings aren’t worth the effort; 29%), and difficulty using (i.e., retailer policies/processes/personnel make using too difficult; 27%).  

        Other Key Takeaways from Field Agent's Survey: 

      2. Ibotta – 68%

        Checkout 51 – 48%

        Groupon – 46%

        Shopkick – 45%

        RetailMeNot – 37%

        7. What prevents shoppers from using coupons/rebates more frequently (or altogether) when shopping in stores?

        At 58%, remembering coupons are available is the top reason shoppers don’t use coupons or rebates more regularly. It seems many shoppers forget they’re available.

        Other relatively common impediments to in-store coupon/rebate usage include: lack of time to find and collect (42%), insufficient savings (i.e., savings aren’t worth the effort; 29%), and difficulty using (i.e., retailer policies/processes/personnel make using too difficult; 27%).  

        Other Key Takeaways from Field Agent's Survey: 

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