Consumers Using More Coupons

August 29, 2008

This article is included in these additional categories:

CPG & FMCG | Free-Standing Inserts & Circulars | Magazines | Newspapers | Retail & E-Commerce

Seven in ten consumers (72%) use more coupons now than six months ago, some three-quarters of them (equating to about half of all consumers) ascribe the increased use to the troubled economy, according to a recent study by Prospectiv, writes Brandweek?(via Retailer Daily).

About 8 in 10 (81%) of the 1,386 consumers surveyed say they use coupons for grocery items. About half (51%) of those polled said their main coupon sources were newspapers and magazines.

The preferred method for receiving coupons in the future are as follows:

  • 39% say direct mail.
  • 26% say email (direct or via newsletters).
  • 16% say websites.
  • 14% say newspapers.

Among other findings:

  • 80% of consumers say they would likely increase coupon use if coupons were tailored to their interests and delivered online.
  • 87% say they are more likely to shop at a retailer that offers coupons.
  • 47% say print and online coupons are equally convenient.
  • 9% say online coupons are the most convenient.

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