Whether in the US or in the UK - Content Influences Consumer Device Use

By: Scott Waldron, President, NCH and Managing Director, Valassis International
Published Wednesday, Jan 11, 2017

Whether in the US or in the UK - Content Influences Consumer Device Use

A recent survey from across the pond got my attention, as it has applicability for marketers on nearly every continent who manage campaigns to reach the growing majority of multi-device users. Where smartphones are in nearly every hand, laptops and desktops are still used for specific functions.

Email service provider Mailjet commissioned an interesting piece of research to understand how U.K. consumers respond to emails from the brands they interact with. The July 2016 survey included more than 1,000 U.K. consumers age 16 and above. Mailjet found that the vast majority of respondents (81.3 percent) across all age groups were more likely to use “traditional” types of devices – laptop and desktop computers – to browse emails. When it comes to click-through and purchase, an even larger majority of respondents won’t do so on mobile devices – at least not when they’re intending to convert. Only one in 10 (11 percent) said they are now most likely to convert directly through a mobile device. Those under age 30, of course, responded with greater "mobile first" usage, yet only 23.6 percent are clicking-through on mobile devices.

This is interesting insight for issuers of print-at-home coupons. In fact, in the U.K. consumer packaged goods (CPG) brands often use print-at-home coupons in their email campaigns as a powerful call to action that helps increase open rates, generate conversion, and bridge the gap from online discovery to offline shopping. As we discuss this, it’s important to keep in mind that while online grocery shopping is growing by double digits year over year in the U.K., it still only accounts for 6 percent of total grocery spend.1 With U.K. consumers spending slightly more time with digital media than traditional media,2 online is a very effective channel for delivering coupons to grocery shoppers, even if consumers convert a digital coupon into a paper version for in-store redemption. 

In addition to email, there are other ways brands can engage shoppers effectively online. Coupon pages embedded on brand websites have proven to drive brand loyalty and engagement. Valassis measured across four major European economies, including the U.K., and found that up to 46 percent of consumers who registered on brand coupon pages revisited those pages multiple times.3 This not only enables brands to leverage the power of social and viral marketing, it offers them the opportunity to present content such as videos and recipes. And, results show that this type of detailed product information drives higher repeat consumer engagement with online brand content.

While email campaigns and coupon pages support brand loyalty, cross-sell, up-sell and sell-through objectives, CPG manufacturers are also interested in reaching new consumers who currently buy private label or competitor brands. Coupon aggregator sites are one way brands in Europe reach a wide audience of consumers with offers that encourage product trial and brand switch. Moreover, aggregator sites can be used to generate traffic to a brand’s own site. Measurement across German, Italian, Spanish and British Valassis-operated aggregator sites, found click-through rates between 2 and 8 percent.3

While print at home coupons are effective for reaching the main U.K. household shopper today, the “mobile-first” generation is rapidly becoming a prime target audience for CPG brands. This opens up a whole new array of opportunities. As Mailjet’s survey reveals, 43 percent of respondents have received real-time notifications while shopping or after visiting a store and 58.2 percent of those under 30 expect these brand interactions.

If you are interested in exploring the mobile, real-time solutions Valassis offers in Europe, please click here.

1 Mintel, 2016
2 eMarketer, 2016
3 Valassis Europe Statistics, 2013-2016