研究機構RetailMeNot.com指出，網路使用者比去年削減了假期購物支出，網路購物前會先去折價券網站尋找好康優惠的比率也較去年上升。折價券網站的新增使用者大多為高收入及大專教育水準的族群。使用報紙折價券的人仍然比使用網路折價券的人來得多，但網路折價券的使用者中，折價券網站占40%，多於e-mail行銷的28%，顯示消費者喜愛主動出擊(拉)過於被動行銷(推)。
Looking for a great deal
Consumer spending may have gone up in August, but Internet users are still keeping the purse strings tight. RetailMeNot.com found, in a survey conducted by Harris Interactive, that Web users are planning further cuts to holiday gift spending this year, and increasing their use of coupons over 2008.
Asked about tools they use to find a good deal when shopping online, 29% of online buyers surveyed said they checked coupon Websites. The number of all online adults who said they never made a purchase without looking for online coupons increased from 8% in 2008 to 12% this year. More than one-third of respondents said they occasionally visited the coupon sites.
RetailMeNot.com reported coupon site usage was increasing most among users with the highest incomes and college educations.
Mintel also found the highest levels of online coupon usage among the affluent. In June 2009, more than one-half of US Internet users with household incomes of at least $100,000 reported using online coupons. By contrast, only 30% of users with incomes under $25,000 used coupons they found on the Web.
Newspaper coupons were still more widely used than those found on the Internet, according to the Mintel data. But respondents were more likely to have used a coupon from the Web in the past month (40%) than an e-mail sales promotion (28%).
“This finding suggests that consumers may be more excited by actively searching for deals (pull), rather than having them delivered to their inbox (push),” according to the report.
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