According to SymphonyIRI, almost half of U.S. adult Internet users have redeemed a digital coupon or code and the total number of digital coupon redeemers is expected to rise over 10% by 2013.
Younger consumers, those aged 18-34, are using the Internet as a hub in their shopping preparations and they are the main demographic driving this growth. They are also 30% more likely than the general population to use coupons when preparing their shopping lists, and 56% more likely to use retailers’ websites.
Persons 18-34 also are six-times more likely than the rest of the population to turn to blogs or social networks for help selecting a CPG brand. So consider using coupons on your brand’s Facebook page to improve the chances this audience will “Like” you, both online and off.