Valassis Research Highlights Impact of Coupons on Hispanic Shopping Behavior

Coupon Intelligence Study Explores Mobile Trends and Savings

LIVONIA, Mich.–(BUSINESS WIRE)–A recent study by Valassis,
a leader in intelligent media delivery, found that 92 percent of
Hispanic consumers use coupons (vs. 90 percent of all consumers) and
over 80 percent decide where to shop based on those print and digital
offers. With the
Selig Center for Economic Growth
projecting that the U.S. Hispanic
market will reach an annual buying power of $1.7 trillion in 2020,
retailers and marketers have a ripe opportunity to drive sales by
engaging this important demographic with coupons and offers.

Stemming from an in-depth survey of 1,000 consumers, 15 percent of whom
were Hispanic, the research found a strong link between this particular
demographic and mobile device coupon usage. Among the Hispanic consumers

  • 37 percent increased their use of mobile devices for securing
    coupons and deals since last year,
    significantly higher than 28
    percent of all respondents;
  • 81 percent decide where to shop based on paperless discounts
    delivered via mobile devices
    , significantly higher than 66 percent
    of all respondents;
  • 67 percent search for mobile discounts while shopping in-store,
    compared to 46 percent of all respondents; and
  • 67 percent switched brands due to mobile discounts while shopping
    , compared to 50 percent of all respondents.

“With substantial buying power, Hispanic consumers are an influential
group for brands and retailers to activate through a combination of
print and digital couponing strategies,” said Curtis Tingle, Valassis
chief marketing officer
. “Hispanics are highly engaged when it comes
to utilizing print and digital deals and discounts both prior to
shopping and while in-store. Ultimately, this group is extremely savvy
when it comes to saving.”

With a propensity for using print and digital savings, among the
Hispanic consumers surveyed:

  • 85 percent find print coupons in the free-standing insert or mail
    before shopping;
  • 75 percent print coupons from the internet before heading to
    the store; and
  • 63 percent make a purchase based on a mobile notification while

To access an infographic capturing Hispanic insights, please visit:

About the Coupon Intelligence Study

The Coupon Intelligence Study was conducted by global market research
company Ipsos on behalf of Valassis and provides insight into consumers’
savings and shopping behavior within traditional consumer packaged goods
(CPG) categories (food, over-the-counter medications, household items
and health and beauty products).

About Valassis

is a leader in intelligent media delivery, providing over 58,000 clients
with innovative media solutions to influence consumers wherever they
plan, shop, buy and share. By integrating online and offline data
combined with powerful insights, Valassis precisely targets its clients’
most valuable shoppers, offering unparalleled reach and scale. NCH
Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries,
and RedPlum® is its consumer brand. Its signature Have You Seen Me?®
program delivers hope to missing children and their families. Valassis
is a wholly owned subsidiary of Harland
Clarke Holdings Corp.


Mary Broaddus, 734-591-7375