Online ‘Coupon Clickers’ Number 36 Million

July 29, 2008

The number of people turning to the web for coupons has soared to 36 million in 2008 – an increase of 10 million people from 2005 – and almost a quarter of the 148 million Americans who use coupons now find them online, according to a Coupons, Inc. study (via RetailerDaily).

And nearly half of those “Coupon Clickers” are between the ages of 22 and 44, the Simmons/Experian Research and Coupons, Inc. survey, the “2008 Printable Coupon Consumer Pulse,” finds.

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“The economic downturn is generating a shift in coupon use and a long-term change in consumer perception and behavior,” said Steven Boal, CEO of Coupons, Inc. “A new generation of shoppers is discovering coupons on the web and printing coupons is becoming a regular part of a consumer’s shopping routine.”

Other notable findings from the survey:

  • Coupons increase a brand’s equity and perceived value:
    • 58% of those surveyed say they believe a brand providing coupons online is more likely to provide new products that they will enjoy.
    • 57% say those companies care about keeping them as a customer.
  • More than 70% of Coupon Clickers would provide their email address, first and last name, and answer survey questions for a $2 coupon.
  • Coupons fuel marketing initiatives:
    • 73% of Coupon Clickers are more likely to open an email if a coupon is offered.
    • 64% are more likely to click on an ad banner or search listing if they know a coupon is offered.

About the study: Simmons Market Research Bureau and Coupons, Inc. conducted the 2008 Printable Coupon Consumer Pulse (pdf) in March 2008. The report compiles national consumer research from Simmons and a custom survey of more than 2,000 printable coupon users.

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