Fresh research conducted by GfK has elicited the perhaps surprising fact that 81% of social media users regularly use vouchers, coupons and deals when online; compared with just 69% of their offline compatriots.
In part this is down to the greater distribution of such deals via social media with 27% of people finding such deals in this way, whilst just 17% got them from companies/products they follow online, 8% from a friend sharing it, and 4% from a friend posting a ‘like’ or comment about it.
The findings also showed a split between males and females with 85% of the latter participating in such deals versus just 75% of males.
Richard Bussy, Digital Consultant in GfK’s Digital Market Intelligence team says: “Through our experience in consumer trends, we have known for a long time that technology is a driver of change, working as a catalyst to allow other trends to flourish. The research adds weight to our point of view that social media has a similar effect; regular users of social channels aren’t acting in altogether different ways because of social media, but rather are enabled by it to pursue their interests more easily and to a greater degree.”