Email, Text-Message Coupons Click with 8% of US Households

September 4, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | CPG & FMCG | Email | Mobile Phone | Promotions, Coupons & Co-op | Retail & E-Commerce | Women

Text messaging and email are quickly emerging as ways to obtain coupons in the US, with 8.6 million (8%) of the country’s households currently using one or both of these methods to receive money-saving offers, according to (pdf) an analysis from Scarborough Research that explores and ranks the ways households obtain coupons.

The study, which recently added electronic coupon distribution to the obtainment methods it has historically tracked, also found that Providence, RI is the top city for text/email coupon users.

Top Methods for Coupon Obtainment

Though the Sunday newspaper still holds the distinction of being the leading method of coupon obtainment -? and other means such as in-store circulars and regular mail also sit at the top of the list – couponing via text messages and/or email is steadily gaining a following among Americans:

scarborough-ways-households-obtain-coupons-august-2009.jpg

Consumers who obtain coupons via text messages and/or email tend to be young, affluent, educated and female, the study found.Scarborough data? revealed that they are 14% more likely than the average adult to be ages 18-24; 51% more likely to be a college graduate or have an advanced degree; and 6%? more likely to be female.

Top US Markets Ranked

The top local market for text message and/or email coupon users is Providence, RI, in which 12% of households typically obtain coupons via text message or email. More than one in 10 (11%) of households in the cities of Washington DC, Atlanta, San Diego, Austin and Chicagoalso get coupons via this medium.

CHART

“We began measuring text/email coupon usage in our most recent Scarborough study, and I am not surprised to see that households are taking advantage of this new couponing medium,” said Gary Meo, SVP of digital media and print services, Scarborough Research.

“Coupons received via text messaging are typically sent only to consumers who have opted-in to receive them,” Meo added.? “This increases the relevancy of the offer and the potential for the consumer to act on that offer. An additional benefit is the mobility of cell phones and other personal communications devices, which allow consumers to access the coupon at the point of purchase.”

A recent analysis of couponing at the RetailMeNot.com coupon aggregator website found that New York, Massachusetts and New Jersey are the top-three states using its online coupons, while users in Kentucky, Minnesota and New Jersey use the most RetailMeNot.com printable coupons.

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