New consumer study reveals growing trend for coupons

Coupons are now widespread in Germany. Four out of five Germans have redeemed a coupon at least once. 60 percent feel that coupons will take on an increasingly important role in people's shopping habits in the future. Classic paper coupons and their online counterparts are forging ahead in terms of usage, but awareness of mobile coupons – for mobile phones, for example – is still low. Only one in five of those surveyed who are already familiar with the concept of mobile coupons have actually redeemed one. These statistics are revealed in a recent TNS Emnid survey on “Couponing in Germany”. Four out of ten users redeem coupons at least once a month. Of those questioned, 68 percent say the main advantage is the savings they make. More than two thirds (67 percent) redeem coupons against supermarket products. Clothing stores are another favourite for nearly half of those surveyed (46 percent), followed by the gastronomy trade (45 percent), cosmetics (40 percent) and electronics (33 percent). And couponing is set to become even bigger in Germany – nearly one third (28 percent) of those who have not yet used coupons say they plan to do so in the future as long as the process doesn't involve any major effort on their part. With 86 percent of those questioned recognising the brand, PAYBACK is by far the best-known couponing provider in Germany. It is followed by the DeutschlandCard with 54 percent, Webmiles with 20 percent, Dailydeal with 17 percent and Groupon with 16 percent. More than half of the respondents also say that PAYBACK is the provider they trust the most. Thanks to its numerous retail partners, the Munich-based company is streets ahead when it comes to the diversity of its offerings, too. The survey was carried out by TNS Emnid Medien- und Sozialforschung GmbH on behalf of PAYBACK GmbH. A total of 1,119 people over the age of 16 took part. The survey is available for download at <link www.tns-emnid.com/>www.tns-emnid.com</link&gt; and <link www.payback.net/en/press/studies/ - external-link-new-window>www.payback.net/en/press/studies/</link>. You can find images in the section <link www.payback.net/de/presse/bildmaterial/payback-grafiken/ - external-link-new-window>press</link>.