Study Shows How Demographics Impact Digital Coupon Conversion Rates
RevTrax®, the leading omnichannel promotions platform that empowers brands and retailers to securely drive and measure in-store sales through any digital marketing channel, today announced the results of a four-month study of digital coupon activations across its roster of hundreds of brand and retail customers. By assigning real-world metrics to digital coupons that are used exclusively to drive in-store sales, the study reveals important insights that brands and retailers can utilize to improve online consumer engagement activities.
The study cross-referenced aggregated, non-identifiable digital coupon activation data from millions of digital coupons issued by RevTrax clients between January and April of 2012, with a host of demographic data, including location, income, age, household, education, political affiliation and employment.
Among the study’s findings:
- Earning power boosts digital coupon performance: On average, a 10-percent increase in median income yields a 1.59-percent increase in digital coupon activation rates for retail coupons in urban counties. Increased median income also correlates with higher activation rates for retail coupons when compared to CPG coupons (whether urban or rural).
- Older customers are more likely to embrace digital coupons: On average, a 10-percent increase in median age yields a 2.49-percent increase in activation rates for retail coupons in urban counties. Increased median age also correlates with higher activation rates for retail coupons when compared to CPG coupons (whether urban or rural).
- Women in urban areas continue to outpace men with digital coupon usage: On average, a 10-percent increase in the number of males per 100 females yields an 11.86-percent decrease in the activation rate for retail coupons in urban counties and a decrease of 2.46-percent in activation rates for CPG coupons in urban counties.
- College-educated consumers activate more digital coupons (urban counties): On average, a 10-percent increase in bachelor’s degree percentage yields a 0.70-percent increase in activation rate for retail coupons in urban counties and an extra 0.18-percent increase in activation rate for CPG coupons in urban counties.
- Employed consumers activate more CPG digital coupons: On average, a 10-percent increase in unemployment rate yields 0.46-percent decrease in activation rate for both CPG coupons in urban counties and CPG coupons in rural counties.
- Millennials use fewer retail digital coupons: On average, a 10-percent increase in percent of people aged 15 to 24 resulted in a 1.20-percent decrease in activation rate for retail coupons in urban counties and a 1.35-percent decrease in activation rate for retail coupons in rural counties.
“The data we’re releasing today illustrates digital’s ability to provide brands and retailers with more precise and detailed insight into the relationship between coupons and consumer behavior than traditional direct marketing has provided over the last several decades,” said Jonathan Trieber, co-founder and CEO, RevTrax. “Marketers have begun to realize that digital advertising should not be aligned just with ecommerce marketing budgets, but also with brick & mortar budgets, especially given that 90 percent of retail sales still take place offline.”
RevTrax works with some of the nation’s leading brands and retailers, including Kimberly Clark, Sears, Walgreens, Toys “R” Us and True Value to drive and measure in-store sales via digital coupons. The full digital coupon study can be accessed at www.RevTrax.com/DemoStudy2012.pdf.
Reader Comments.
- Pingback from Study Shows How Demographics Impact Digital Coupon Conversion Rates - ADOTAS | Ecommerce Consumer Goods | Scoop.it
- Pingback from Cadbury switches to new marketing gear with interactive digital wall | Retail Marketing Resume Best Super Tips
Leave a Comment
Article Sponsor
More News
Spotlight
Take the Display Advertising Survey for the Chance to Win a Jawbone Jambox!ADOTAS – Industry discussions about cookies, privacy and the impact on display advertising have been frequent — and, in some [...] more...
Latest News
- It’s Not Digital – It’s Mobile May 17th 2013 ADOTAS — One of the biggest mistakes advertisers can [...] more »
- Video from the Westchester Digital Summit May 17th 2013 ADOTAS – The first-ever Westchester Digital Summit was held on May [...] more »
- Automating Core Processes Can Reduce ‘Little Big Problems’ That Ruin Customer Relationships May 17th 2013 ADOTAS — Strong marketing strategies attract attention and build the [...] more »
- Adotas Poll: Tremor Video IPO Would Be A Success May 17th 2013 ADOTAS – In this week’s poll, we asked our readers: [...] more »
- Today’s Burning Question: Impact of Google I/O Announcements? May 16th 2013 ADOTAS – We’ve asked our esteemed panel of industry thought [...] more »
- Unleash the Power of Mobile: 6 Steps to Lead Generation the ‘Iron Man’ Way May 16th 2013 ADOTAS – Tony Stark aka Iron Man is restless. The [...] more »
- Pandora is First Digital Publisher to Offer e-Business Advertising Integration into Media Buying Platforms May 16th 2013 OAKLAND, CALIF., May 15, 2013 (ADOTAS) — Pandora (NYSE: P), [...] more »
Features
- Video from the Westchester Digital Summit May 17th 2013
- Automating Core Processes Can Reduce ‘Little Big Problems’ That Ruin Customer Relationships May 17th 2013
- Unleash the Power of Mobile: 6 Steps to Lead Generation the ‘Iron Man’ Way May 16th 2013
- Who’s Sharing My Brand Images? Why Text-Based Social Media Monitoring Falls Short May 16th 2013
- Ads That Look at You: How Eye-Tracking Technologies Will Change the Advertising Game May 15th 2013
-
Loading ...
Reader Favorites
Classifieds
- Print and Web Manager
- SEO Marketing PPC Specialist
- Marketing Summer Internship at Clean-Tech Educatio
- Service Line Manager - Digital Media
- SEO / SEM Specialist
Recent Comments
- Backlinks uk: Within search engine optimisation (SEO), one way links reference hyper-links aiming to a distinct Website
- energy-physics: Media.net is a fantastic ad program. But now a days I cant customize their ads.
- Today’s Burning Question: Impact of Google I/O Announcements? – Adotas | Social Media Strategy Plan: [...] Permalink [...]
- Today’s Burning Question: Impact of Google I/O Announcements?: [...] “What will be the impact of the big announcements coming out of this week’s
