New research studies evaluate online offers and what consumers prefer

Retailers could find it beneficial to sales if special offers are given to consumers. However, the kind of offer is important to the customer which may translate to more revenue for advertisers.

eMarketer reported on two studies conducted in regards to which special offers online consumers prefer. A poll produced by Retention Science asked which the most effective online customer incentive was for retailers. Results showed that close to a third of responders liked percentage discounts like a 20% off coupon. Immediately following was free or discounted shipping at almost 22%. The third top offer was a certain amount discount like a $15 off coupon.

The second study, which was done by Flagship Research for BlueHornet, looked to see if the age demographic affects how customers react to an advertiser offer. It appears that research supports that younger adults 18-45 prefer discount offers over free shipping options. In contrast, older adults 46-75 enjoy free shipping over discount coupons.

What advertisers need to take away from these two studies is that the consumer finds value in a “good deal.” So, know your target audience. This will help optimize selling your product or service to your customer. 

How Millennial Moms research and make purchases with digital devices

American consumers have a lot of choices on how to access the internet these days with desktops, mobile phones, and tablets. A new study focused on how Millennial Moms, women who are between the ages 18-34 and have at least one child, navigate their digital devices in regards to research and purchasing. For the study’s purposes, it focused on the four categories: retail, consumer electronics, consumer goods, and automotive.

MediaPost reports that the new study was conducted by Millennial Media and commissioned by the agency Ansible.

Details released include that roughly 30% of responders stated that smartphones were used in the “inspiration” and research phases of shopping. Twenty one percent used smartphones to make a purchase.

Looking at tablets, 25% used the device for research, and 18% used it for purchasing.

PCs seem to get the biggest research time when the consumer is looking for a high consideration purchase, like a car. A bigger screen and other available shopping tools give desktops the advantage.

It is suggested that advertisers focus on the context that each screen reaches the Millennial Mom. Meaning, if that consumer is using a certain device at home, at work, or in a store, it’s important to make the advertising messages relevant to each location and device.