Internet coupons have become of increasing interest to consumers, with 11% of households now obtaining coupons via the internet – an increase of 83% since 2005 – according to (pdf) a recent analysis by Scarborough Research.
However, the Sunday newspaper remains the number-one place for acquiring household coupons: 53 % of households usually get their coupons from the Sunday newspaper.
Other leading places for acquiring coupons include the mail (35%), in-store coupons (33%), preferred customer/loyalty cards (22%), in-store circulars (22%), weekday newspapers (17%), product packages (17%) and magazines (15%).
All of the coupon acquisition categories have undergone growth since 2005, though none at the level of internet coupons.
Top Coupon-Clipping Cities
Scarborough also examined Grocery Coupon Clipping Households – those households that use grocery coupons (specifically) once a week or more.
Milwaukee, WI and Rochester, NY are the leading US market areas for these households, the analysis found:
Albuquerque, NM, El Paso, TX, and Fresno, CA are the markets least likely to have Grocery Coupon Clipping Households: 14% of Albuquerque households use grocery coupons once a week or more; 15% of those in El Paso and Fresno use grocery coupons with this same frequency.
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