Consumers who rely on mobile coupons when food shopping are much more likely to experiment with new brands, according to the latest release of product insights from GfK MRI’s The Survey of the American Consumer™.

As part of the Survey, respondents record their consumption of some 6,500 products in nearly 600 categories and provide details about their lifestyles and attitudes.

The new research shows that one in three (33%) US adults agrees completely or somewhat with the statement “I rely on mobile coupons while food shopping.” And almost half (44%) of these mobile coupon users say they like to “change brands often for the sake of variety and novelty,” compared to just 30% of the general population.

In addition, six in ten (60%) of these mobile coupon users say they will “gladly switch brands to use a coupon,” compared to 49% of all consumers. And 48% say they like to receive mobile coupons based on their current location – significantly higher than the general population (36%). 

The new data also shows that one in four (26%) adults living in high-income households (earning $200,000 a year or more) reports using mobile coupons when he or she shops for food. These “top-drawer” consumers also have higher-than-average willingness to switch brands for the sake of using a coupon (53%) and receive location-based coupons (51%).

Mobile coupon use when food shopping is reported by 42% of 18 to 34 year olds – the highest level among key age groups – and by one-third (31%) of those ages 35 to 54.

GfK’s unmatched consumer database is derived from continuous interviews with approximately 25,000 U.S. adults each year. Additional new data points in the Fall 2015 data release include:

WATCHING TV

• “Ways you typically learn about new TV programs”
• TV watching preferences
• 30 new TV-related psychographics

FOOD

• “I use food to bring family together”
• “I am loyal to my food brands and stick with them”
• “I enjoy celebrating special occasions at home with family and friends”

HOBBIES

• Collecting dolls/action figures

SPORTS

• Wakeboarding

DIET CONTROL/EATING HABITS

• Methods: Surgery

SMALL KITCHEN APPLIANCES

• Coffee maker: French press

About GfK
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

For more information, please visit www.gfk.com or follow GfK on Twitter.