• by Karlene Lukovitz  @KLmarketdaily, April 5, 2016

Consumers who use mobile coupons while food shopping are significantly more likely to try new brands — and young adults and affluent consumers are key users of these coupons.

These are among the findings in the latest product insights release from GfK MRI’s “The Survey of the American Consumer.”

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

A third (33%) of U.S. adults indicated that they agree completely or somewhat with the statement “I rely on mobile coupons while food shopping.” 

Nearly half (44%) of the mobile coupon users said that they “change brands often for the sake of variety and novelty,” compared to just 30% of the general population. In addition, 60% said they will “gladly switch brands to use a coupon,” versus 49% of all consumers. 

Furthermore, 48% confirmed that they like to receive mobile coupons based on their current location, compared to 36% of consumers overall.

Many mobile coupon users are affluent and value-savvy. One in four (26%) adults living in households earning $200,000 a year or more reports using mobile coupons when food shopping.

These “top-drawer” consumers also report higher-than-average willingness to switch brands for the sake of using a coupon (53%) and to receive location-based coupons (51%).

Age-wise, 42% of those 18 to 34 (the highest level among key age groups), and 31% of those 35 to 54 report using mobile coupons while shopping.