digital vouchers sample extract

www.evolution-insights.com

Digital Vouchers and Coupons2014

SAMPLE EXTRACT

Evolution Insights LtdProspect House

32 Sovereign StreetLeeds

LS1 4BJTel: 0113 389 1038

http://www.evolution-insights.com

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Disclaimer

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Please note

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Evolution Insights Ltd.

The content of this report is based on information gathered in good faith from both primary and secondary sources and is believed to be correct at the time of publication. Evolution Insights can however provide no guarantee regarding the accuracy of this content and therefore accepts no liability whatsoever for any actions taken that subsequently prove incorrect.

© Evolution Insights Ltd 2014

About Evolution Insights

Evolution offer a range of products & services for clients in the field of shopper research:

Off-the-shelf research

Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery

Insight Plus

Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs

Bespoke Consulting

As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements

Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase.

We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques.

As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight.

Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies.

Sign up for Shopper Trend Report, our free monthly newsletter offering analysis and commentary on topical shopper issues.

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Contents

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Key Findings 5 Digital Vouchers: Categories 39Type Searched 40

Digital Vouchers: Background 8 In Categories 42Definitions 9In America 11 Digital Vouchers: Shopper Preferences 44Smartphone Apps 12 Food & Grocery 45EPOS Systems 14 Preferred Coupon Type 46Extreme Couponing 15 Sharing Information 47

Channel & Mission 48Digital Vouchers: Technology Ownership 16 Receiving Coupons 49Technology Ownership 17 Shopper Interaction 50Smartphone Penetration 18Tablet Penetration 19 Methodology 51PC/Laptop Penetration 20

Digital Vouchers: Modality 21Vouchers Used (Pull) 24Coupons Used (Pull) 25Coupons Used (Push) 26Coupons/Vouchers Received (Push) 27

Digital Vouchers: Voucher Websites 28Voucher Sites 29

Digital Vouchers: Redemption 31Redemption in Food & Grocery 33

Digital Vouchers: Issues with Vouchers 34Shopper Problems 35Embarrassment 38

Digital Vouchers: Definitions

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a document that enables you to purchase a service or good, usually proving that it has already been paid for.

Digital Vouchers are widely available in the UK, with numerous companies allowing us to purchase a voucher for a service or good, at a reduced price to its normal value. The voucher can then be redeemed with the merchant.

Digital Vouchers: Definitions

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a document entitling the holder to a discount off a particular product or service

Unlike vouchers, coupons in the UK don’t tend to have

any large, well-known, dedicated websites. And, as we will see, are less likely to be used online.

Digital Vouchers: Smartphone Penetration

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PenetrationProfile of Shoppers who own a smartphone

Gender Age

66% of primary shoppers either own, or regularly use, a smartphone

%


Digital Vouchers

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Over the next few pages we will have a look into how shoppers are using coupons and vouchers.

We will see how shoppers search for, or receive coupons/vouchers..

…how the coupon/voucher is stored

…where it is redeemed …and finally how

many shoppers have done this in the past three months

Example modality


Digital Vouchers: Voucher Sites

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Awareness and usage of the different types of voucher and coupon websites

Discount code aggregator sites

Coupon site

Cash back website

Voucher site

17%

18%

30%

31%

31%

33%

45%

53%

52%

49%

26%

16%

Aware and have used Aware but haven't tried it Not aware

Digital Vouchers: Embarrassment

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Type of shoppers that think that redeeming coupons or vouchers is embarrassing

Huge differences in

embarrassment of using

coupons/vouchers by age

%

All Male Female 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 and over

8%10%

7%9%

16%14%

5%3% 3%

18% 19%17%

37%

25%23%

13%

9%6%

Online In-store


Digital Vouchers: Sharing Information

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A social network

A smartphone app

A third party website

Mobile phone manufacturer

The brand manufacturer

The supermarket

A loyalty card company

3.9

4.3

5.0

4.3

6.4

7.0

7.1

4.4

4.7

5.2

5.2

6.1

6.6

6.7

20142012

Who shoppers trust to give personal information in order that the coupons/vouchers are relevant/personalised: Scale 1-10

Less

trus

t th

an 2

012

Mor

e tr

ust

Than

201

2

Older shoppers are less

trusting of technology

companies


Methodology

Secondary and desk research

Preliminary quantitative survey

Main quantitative surveyInsights

• Evolution carries out a preliminary survey of around 100 shoppers, to test questions for the main survey.

• Detailed secondary and desk research is conducted to define the topic area, macro drivers and trends, scope and examples of within the research topic.

• Initial insights gained are used to help further design the main survey.

• A main survey is completed by at least 1,000 UK adults who are the primary household shopper for food & grocery.

• Comprehensive and detailed assessment of all the data received was then used to discover insights.

• Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources.

Methodology

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Evolution’s methodology

Contact us

Evolution Insights Ltd

Round Foundry Media CentreFoundry Street

LeedsLS11 5QP

Telephone: 0113 394 4671

e-mail: [email protected]

Web: http://www.evolution-insights.com

Company No. 07006001Country of Incorporation: United Kingdom

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