US digital coupon users shop more frequently, claims Coupon.com

Deal users spend almost 50% more on an annual basis

US discount hunters shop more frequently and spend more than the average shopper, with coupon users making 21% more shopping trips annually, according to research from Coupons.com and GfK. The stats also indicate that deal users spend 23% more on individual shopping trips for groceries than the average consumer, and almost 50% more on an annual basis.

As the survey comes from Coupons.com, which directly profits from consumers making use of online deals, the positive numbers should be regarded with some scepticism. However, the findings are borne out by stats from the DD Summit Europe last month, which found that deal sites were worth some £300 million ($475 million) to the UK’s struggling high streets. Nonetheless, the wider deals market appears to be on the verge of a major shift, with key leader in the space Groupon continuing to suffer financial setbacks and leading analysts predicting that the sector will shrink this year.

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