November 23, 2010

63% of online shoppers on the lookout for coupons

21% say they regularly hunt for these deals

The latest online shopping poll conducted by Ipsos Public Affairs on behalf of Offers.com shows that among online shoppers, 63% search for online coupons or deals when they purchase something on the internet. This proportion includes 21% who do so regularly (9% report always searching for coupons, and 12% who do so most of the time.) In addition to 42% who do so sporadically (20% who do so sometimes and 22% once in a while). In contrast, 37% of online shoppers report that they never search for online coupons or deals.

Frequent online shoppers (or those who make purchases at least weekly) are more likely than those who make online purchases less frequently to search for online coupons and deals regularly (30% vs. 19%.)

While frequent shoppers are more likely to search for coupons and deals, still one in four (26%) report they never search for such discounts when buying online. However, a considerably larger proportion (39%) of less frequent online shoppers (those who make online purchases monthly or less often), report that they never search for online coupons or deals.

The study also explored if shoppers expect to increase or decrease how much they spend this holiday season compared to last year. Results show that most online shoppers (58%) believe they will spend about the same this upcoming holiday season; while one in ten (10%) say they will spend more this year. In contrast, close to one in three (31%) believe they will spend less than last year – including 14% who say they will spend significantly less.

Some segments are more likely than others to say they expect to spend more this holiday season than they did last year:

Online shoppers that search for deals and coupons regularly (17%) are more likely to say they plan to spend more this year than are those who do not search for coupons and deals or do so only sporadically (8%).

Women (13%) are also more likely than men (7%) to say they will spend more.

Online + in-store

Most online shoppers (57%) are planning to shop both online and in stores this holiday season while about one third (32%) say they are only planning to shop in stores. Five percent say they plan to do all their shopping online, and the same proportion does not plan to shop in stores or online.

Men (63%) are more likely to say they plan to shop both online and in stores this holiday season than do women (52%). On the other hand, women are more likely than men to say they plan to shop only in stores (37% vs. 27%).

In addition, online shoppers with a household income over $75,000 are more likely to shop both online and in stores (72%) than are those with an income between $25,000 and $75,000 (57%), and those with a household income under $25,000 (38%).

In contrast, those with an income under $25,000 are more likely to shop in stores only (53%) than are those with an income between $25,000 and $75,000 (32%) and those with an income of $75,000 or more (22%).