What Will Internet Users Do for a Discount? - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

What Will Internet Users Do for a Discount?

A big discount will entice most shoppers to sign up for emails

September 19, 2016

US internet users are really into discounts and coupons, June 2016 research confirms. In fact, nearly a quarter of respondents said they would do pretty much anything for 40% or more in savings.

Actions that US Internet Users Would Take to Receive Significant* Savings, June 2016 (% of respondents)

Valassis, which provides direct mail media and marketing services, surveyed 8,882 US internet users ages 18 and older on their shopping behaviors, including their habits and preferences for saving.

For the most part, US internet users would take simple actions to receive significant savings. For example, seven in 10 internet users said they would sign up for an email newsletter to receive 40% or more in savings. Additionally, more than half said they would “like” a page on for the same deal, and nearly half would fill out an online form.

Though the actions are simple enough for consumers, they provide marketers a lot of insight about who those customers are. And those marketers can better target them going forward.

Primary Factor that Would Enhance the Grocery Shopping Experience According to US Millennial Grocery Buyers, May 2016 (% of respondents)

A separate study from Valassis found that though all generations like coupons, millennials are heavy users of them. Indeed, nearly half of millennial coupon users in the US used more mobile coupons in Q3 2015 than a year earlier. In addition, 45% used more paperless discounts vs. 30% of all US coupon users.

Millennials also find that coupons enhance the grocery shopping experience. Research from Retale revealed that 41% of millennial grocery shoppers said that one of the primary factors that would make grocery shopping better would be to receive offers to their mobile device as they enter a store.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.