Ready-to-eat cereal was the most popular US digital coupon category for both traditional and mobile download in 2010, according to data from Coupons.com. The Digital Coupon Trends Report for 2010 indicates that traditional and mobile download actually shared the same top five categories of ready-to-eat cereal, yogurt, refrigerated dough, portable snacks, and vegetables.
Bottom Halves of Top 10 Lists Also Similar
The bottom halves of the traditional and mobile download top 10 digital coupon lists were also similar, although categories were prioritized differently by the two technology user groups. The only major differentiator was that traditional downloaders included cheese and soup, while mobile downloaders included the categories of dinner: multi-serve and nutritional snacks.
Digital Coupon Savings Reach $1.2B
The Trend Report indicates that more than $1.2 billion in digital coupons savings was issued in 2010, representing 41% growth from the year before. Compared to growth metrics for coupons distributed in newspapers of 7%, digital coupons dramatically outpaced the growth of their newspaper counterparts, approximately six to one.
Consumer Interest Rises
Representing more than 16% of the U.S. population, more than 49 million American consumers are now using online coupons, up about 9% from 45 million in 2009. Of the 49 million online coupon users, almost one-third (14.8 million) has not read or looked into the Sunday newspaper within the prior six months, a 13% increase from 13.1 million in 2008.
Research also indicates 73% of all US shoppers have used online printable web coupons to date. Furthermore, reflective of trends in the consumer vernacular, internet queries for coupons and related terms increased significantly on search engines during the year. Specifically, searches on Google for “Digital Coupons” and “Printable Coupons” increased 200% and 170%, respectively.
2010 User Demographics: Digital Coupons are High Brow
Recent data shows that users of digital coupons have higher household incomes and are better educated than users of newspaper coupons and the general population overall, dispelling the perceived low-brow stigma of couponing.
The consumer who prints digital coupons has an average household income of $105,000, a 26% higher income level than the U.S average. Thirty-six percent of those who use digital coupons have a college degree, almost 29% more than the 28% of those who use newspaper coupons 38% more than the 26% of the general populace who are college graduates.
Interestingly, adults with household income of more than $100,000 are twice as likely to have redeemed coupons printed from an online source than adults with household income less than $35,000. Also, adults with college degrees are almost twice as likely to have used coupons in the prior six months as those who didn’t graduate from high school.
Outlook Appears Strong
Coupons.com expects consumer interest in digital coupon savings to remain steadfast regardless of economic recovery signs, with research consistently shows that even when economic conditions improve, eight out of 10 US adults plan to continue to engage in couponing activities.
Atlanta Prints Most Online Coupons in 2010
For the second year in a row, Atlanta, GA takes the top spot on the “Most Frugal US Cities” list, according to the 2010 Savings Index previously released by Coupons.com. On average, regular users of Coupons.com in Atlanta printed more than $1,000 in coupon savings from the site in 2010. That is almost twice as much as during 2009, when they printed $531 in savings.
Tampa, FL maintained its position as the US city with the second most savings. On average, regular users of Coupons.com in Tampa printed $863 in savings. Following on the savings heels of Atlanta and Tampa are, in order, Cincinnati, OH, Saint Louis, MO and Minneapolis, MN, according to the Index.