We love discount codes: the data referring to the purchase trends of 2018 and the first part of 2019 is unequivocal and outlines the habits of a people who are adapting their lifestyle to a crisis that is becoming increasingly pressing. To try to keep their standard of living as unaltered as possible, Italian consumers are searching with increasing interest for the best opportunities to buy, spending less, similarly to what is already happening in other countries. The solution comes from the Network, through the sites that freely distribute discount codes to make purchases online in the best shops.
From the report of Codicesconto.com shows that the promotions that are most exploited are those related to the percentage discount on purchases (often linked to the achievement of a minimum spending threshold) that are imposed with a 55.8% on the total used coupons, then follow the fixed-price discount which settles on a good 20.5% and free shipping costs (10.7%).
In fact, this ranking is dictated more by the type of promotion offered by the store that gives a real preference to consumers, because often the shop follows the logic of the market and does not offer alternatives to choose from.
Proceeding in the analysis of data we find that there is a substantial equality of sex among the buyers: to use the system of these codes are women 49.3% and men for 50.7%. It is also interesting to note the division by age: the coupons are more successful among users of the 25-34 age group, which reach a remarkable 35%, followed by the band 35-44 which settles at 28%.
The youngest 18-24, which are likely to pay for late entry into the labour market and stop at 19.5%, are more distant. Over 44 years, the use of online discounts is drastically reduced to 17.5%, confirming the lack of propensity of the most advanced age groups to use the Internet as a tool to make purchases and, therefore, save money.
Thanks to the Observatory data we can also know the cities that have distinguished themselves in the use of coupons. No surprise, however, because the names are those of the big cities and surrounding areas: the first is Milan, followed by Rome, Naples, Turin and Florence.
Despite the huge rise in mobile access, it seems that Italians still prefer to use the coupons by buying online “fixed-line” computers such as notebooks and desktops. The figure for 2015 is net, with a high 83.7% which clearly distances smartphones (8.9%) and tablets (7.4%). But just look at the data for the first part of 2016 to see how the distances decrease from month to month. The purchase on the move with a discount code is now practiced customs clearance, although (only for now) the balance of preferences still hangs towards the fixed device. In the selection of the device, they have certainly weighed the convenience of the desktop, the presence of a more stable and fast connection and the reassuring home environment, which allows more time to carefully examine savings opportunities and product characteristics.
How do they prefer to pay users who buy using discount coupons? Like online payment, with 45% of credit card buyers and 23% who prefer Paypal. Cash (with cash on delivery) stops at the third place in this ranking, used by 16% of people. Percentage however significant, if you consider that cash payment on delivery is inconvenient (you need to prepare the exact amount because the courier is not required to return the rest) and also provides for an increase in costs because it is considered an extra service. It is therefore conceivable the presence of groups of customers who are still unwilling to pay electronically or who are wary of being victims of fraud.
In general, all sectors are affected by the use of coupons, but there are some that register a volume of purchase significantly higher than others. Clothing and Fashion reach the top of the rankings, because they alone involve 29.3% of online shopping revenue through coupons, followed a short distance from the Audio, Video and Hi-Tech sector which defends well with a 23.3%. The third category of importance is that relating to Travel: Italians who like to save money on travel and hotel bookings spend 14.8% of the total online purchases through vouchers. It is interesting to note that the average receipt is 85.00 euros.