August 26, 2009, 12:00 AM

68% of online shoppers hunt for value in coupons and promotions, study says

Among the 68% of online shoppers who are regular bargain hunters, 45% buy online at least once a week, says a new study sponsored by GSI Commerce Inc. and the LinkShare affiliate network.

Katie Evans

Managing Editor, International Research

68% of online shoppers regularly hunt for value in coupons and special promotions, and of these shoppers 45% buy online at least once a week, says a new study. The survey was conducted by market researchers Penn, Schoen & Berland Associates on behalf of the LinkShare affiliate network and gsi interactive, a marketing services unit of e-commerce technology and services company GSI Commerce Inc.

The study notes that, even as the U.S. economy is beginning to show signs of improvement, many online shoppers are still strongly focused on value quality, price, convenience and time involved in making purchases.

“Gsi interactive is seeing a trend with our clients who are already adjusting to the value hunters’ shopping behavior,” says Nick Pahade, president. “Many of our clients are shifting their dollars from awareness-focused, online marketing to more action-focused, online marketing. There’s a shift in the way people are shopping, and retailers would be wise to adjust their efforts to adapt to these changes if they want to stay relevant.”

The study also notes:

  • 72% of value hunters look for the best value regardless of brand.
  • 51% of value hunters look for incentives when making online purchases.
  • 63% of value hunters have responded to a special promotion to purchase online something they wouldn’t normally buy.

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