Sunday Paper Leading Coupon Source

August 11, 2011

scarborough-sources-for-household-coupons-aug11.gifDespite the burgeoning market for digital coupons, the Sunday newspaper is still the top source of coupons for US consumers, used by almost half (49%) to obtain coupons, according to [pdf] data released in August 2011 by Scarborough Research. Other leading sources include in-store coupons (43%) and mail (33%).

Scarborough data shows that digital coupon sources are still used by only a relatively small segment of the consumer base. Fourteen percent use both internet sites and email/text messages as sources of coupons.

Digital Deal Seekers Make Good Customers

Digital deal seekers, those who use daily deal sites such as Groupon to find limited-time discounts, prove to be better than average customers in a number of retail verticals. For example, they are 36% more likely than the average adult to have eaten 10 or more times at a quick service restaurant during the past month, and 27% more likely to have eaten with this frequency at a sit?down restaurant.

In addition, digital deal seekers account for one?third of the population that spends $200 or more on groceries weekly – the highest spending bracket measured by Scarborough, and a full 91% of digital deal seekers shopped a department store during the past month. Furthermore, digital deal seekers are 16% more likely to have shopped at a mall during the past month.

Digital Deal Seekers Frequent Local Specialty Stores

Digital deal seekers frequent a variety of local specialty stores at higher rates than the general public. For example, they are 44% more likely to shop at a fine jewelry store, account for 43% of adults who use day spa services, are 30% more likely to use a florist and are 37% more likely to use a dry cleaner.

Digital Deal Seekers Seek Fitness

Digital deal seekers are also more likely to patronize health and fitness businesses. They are 47% more likely than the general public to practice yoga or Pilates, 31% more likely to swim, 27% more likely to run, and 32% more likely to go to the gym.

2 Michigan Cities Lead Digital Deal Usage

Scarborough Research analysis finds that two cities in Michigan, Grand Rapids and Detroit, lead the country in percentage of adults who are digital deal seekers (36%). Nationally, 27% of adults use digital deal services.

NCH: CPG Coupon Savings Grow

Consumers continued a three-year pattern of increasing the money they save via CPG coupons in the first half of 2011, according to data from NCH Marketing. NCH attributes savings growth to increased redemption volume and average face value.

During the first half of 2011, US consumers saved a total of $2 billion using CPG coupons from all types of media, up 5.3% from $1.9 billion in the first half of 2010. In turn, this figure was up 11.8% from $1.7 billion in the first half of 2009, which represented a substantial 21.4% jump from $1.4 billion in the first half of 2008. Consumers also saved $1.4 billion through CPG coupons in the first half of 2007.

45th Parallel Design Ad

Explore More Charts.

Pin It on Pinterest

Share This