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Digital Generation Embraces Online Coupons

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Jul 29, 2008 

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Kathleen  |

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Digital Generation Embraces Online Coupons

ADOTAS – America is in the midst of a coupon-clickin’ craze. The economy has likely inspired the stratospheric rise in coupon use: the number of people turning to online coupons alone has soared from 10 million in 2005 to 36 million in 2008.

While coupons used to be the domain of Sunday paper inserts, as more people get their news and info online, coupon use has also migrated to the Net. Simmons/Experian Research has conducted a survey on the phenomenon.

“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. In fact, almost a quarter of the 148 million Americans that use coupons now find them online, and nearly half of these Coupon Clickers are between the ages of 22 and 44.”

Key findings:

• 29.4% of online coupon clickers are younger than 35. 23.3% of newspaper coupons clippers are under the age of 35.
• 61% of online coupon clickers have a household income of more than $60,000.
• 35.6% have children under the age of 18.
• Coupons increase a brand’s equity and perceived value. 58% believe a brand providing coupons online is more likely to provide new products that they will enjoy. 57% believe these companies care about keeping them as a customer.
• More than 70% of Coupon Clickers would provide their e-mail 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 e-mail 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.

A June Hitwise report found Coupons.com has the largest market share for savings sites, and traffic has increased 190% since 2007.

Tags: Coupons.com, display-advertising, email-marketing, interactive-advertising-study, internet-advertising-news and internet-marketing-advertising

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