According to a recent study by ShopAtHome.com, consumers searching online for deals are more likely to be looking for store centric deals rather than product specific promotions. ShopAtHome.com looked at more than a million coupon searches on its site from mid May to mid June 2012. The findings were broken down into three categories:
62% of searches were store specific
24% were product specific
14% were brand name deal searches
WalMart was the top searched location followed by Kohl’s and Target.
As far as brand driven searches, Sony was by far the most searched brand with almost three times as many searches as Swiffer. Other interesting findings were that consumers have increased searches for basic items that they use everyday with toilet paper being the highest product searched for at 18,151 searches, next was laundry detergent at (16,307), pet supplies (13,120), coffee (10,999), and computers (9,743).
The study also mentioned that looking for deals is primarily a daytime activity:
73% of consumers using the website between 7AM and 6PM no matter what day of the week
The largest share of searches was conducted between 11AM and 3PM (27%), followed by the 3PM-6PM window (24%).
Interesting stats shared by the site. In fairness, I will say that they do tend to focus on store coupons on the home page, so I’m assuming that skewed the results to some degree, however, it’s still good info. As a marketer, the day time searches, store specific searches and the fact that basics are so popular is all great information.