86% of Consumers More Loyal to Stores than Brands: Report

7/3/2012

Coupon search engine ShopAtHome.com released its first Buy-havior Report, which tracks consumer search habits on the site.

When consumers search for online coupons and savings, 62 percent searched for store-centric deals, 24 percent for product-specific coupons, while only 14 percent search specifically for brand name product discounts online.

Nearly half of U.S. consumers – 88.2 million – will use online coupons and codes during 2012, according to a recent analysis done by eMarketer. By the end of 2013, 96.8 million U.S. adults will have used such discounts.

"Consumers are really creatures of habit when it comes to looking for coupons – they go where they know they can consistently find the best deals," said Marc Braunstein, co-founder and CEO of ShopAtHome.com. "At ShopAtHome.com, we make it easy for people to find these deals, regardless of what they are looking for, by showing them the best coupons from the widest variety of retailers and brands." Last month, ShopAtHome.com launched its Coupon Codes Plus iPad app.

The Buy-havior Report states:

Savvy spenders are creatures of habit: 73 percent of consumers using ShopAtHome.com used it between 7 a.m. and 6 p.m., regardless of the day of the week. Only 18 percent used it after 6 p.m.
"Toilet paper" was the most-searched term on the site and has been for the past two months. Following toilet paper, "laundry detergent" was the next highest search, with 16,307 consumers looking for online savings.
Consumers are more likely to be searching for deals on items they consistently buy. Half of the top ten searched terms were for consumable goods such as coffee and butter.
Animal lovers were equally fond of discounts, with 13,120 of online coupon and savings searches done for pet food and supplies.
Of the 62 percent of consumers looking for store-centric savings, Walmart was the most-searched for retailer followed by Kohl's and Target, respectively.
Sony was the most-searched for brand out of the 14 percent of consumers searching for brand names. It was searched three times more than the next brand on the list: Swiffer.
New York City residents used the site most followed by Houston, Chicago, Los Angeles and Denver, respectively.

The full June 2012 Buy-havior Report is available online.