The Internet has allowed customers to find the best deals, promos and discounts available for a variety of products and services being considered for purchase. Smartphones have brought these digital resources in-store, allowing for real-time deal hunting.

According to a new study, 72% of smartphone owners use their mobile devices to look for coupons or offers while in-store. The percentage is even higher among millennials (90%) and affluent shoppers with $100K+ household incomes (81%).

The study also observes, "Savings-oriented consumers today are driven by and utilize deals through all channels, including print, online and mobile." As with other areas of marketing, brands need a omni-channel approach (digital and print) when delivering deals to customers.