Promo Sourcebook

Internet Coupon Usage Grows 83%: Study

Internet coupon usage is growing, but consumers still prefer clipping coupons from the Sunday newspaper compared to printing them online, a recent survey found.

Article Tools


Most Popular Articles

Some 11% of households obtain coupons via the Internet, a number that has grown 83% since 2005, according to Scarborough Research. But the Sunday newspaper is still tops for coupons where 53% of people get their discounts, up 8% from 2006, the survey found.

Mail is another popular source for coupons used by 35% of people, followed by in-store coupons at 33% and loyalty cards and in-store circulars, which tied at 22%. Less popular coupon spots include weekday newspapers and product packages, both at 17%, respectively and magazines at 15%.

“With prices for consumer goods rising, we can only expect that a ‘good deal’ is of increasing importance to shoppers,” Alisa Joseph, vice president of advertiser marketing services for Scarborough Research, said in a statement. “Coupons are one of several economically-focused promotional tools that stores and product brands can use to get shoppers in the door and spending despite these uncertain economic times.”

Coupon clippers are shopping at a variety of retailers, including mass grocers, such as SuperTarget, traditional supermarkets, including Kroger’s and warehouse clubs, such as Sam’s Club.

Consumers that clip coupons tend to spend more money on groceries each week, $114 compared to the national average of $110. They also are more likely than the average household to buy a variety of grocery products across multiple categories, the survey found.

The top market for coupon-clipping was Milwaukee, Wis., where 40% of households engage in the consumer behavior. Albuquerque, NM, El Paso, TX and Fresno, CA are the markets least likely to have consumers clipping coupons.

Read more coverage on coupons
Read more from this week's P&I newsletter
SUBSCRIBE to the Promo P&I newsletter!


Acceptable Use Policy
blog comments powered by Disqus

Special Report on Email

Get the E-mail Credit You Deserve


Executive summary:
How important is it that your e-mail campaigns get white listed? Well, look at it this way: How important is it that your messages get delivered?
Download the full report

Sponsored By:

Featured Webinar

Know your Customer - Grow your Business with Targeted Email Marketing


In an industry littered with competition and product variation, promotional suppliers, event marketers, agencies, and other promotional vendors need to re-evaluate the ways in which they collect data and communicate with potential customers. No longer are recipients tolerating irrelevant marketing materials, via email or any other medium. Sending relevant, targeted offers that they WANT to receive is essential in order to acquire new customers and grow your business.
Learn more now...

RESOURCES: Helping You Find Solutions

Internet Coupon Usage Grows 83%: Study by Scarborough Research
Promo Sourcebook

Internet Coupon Usage Grows 83%: Study

Internet coupon usage is growing, but consumers still prefer clipping coupons from the Sunday newspaper compared to printing them online, a recent survey found.

Article Tools


Most Popular Articles

Some 11% of households obtain coupons via the Internet, a number that has grown 83% since 2005, according to Scarborough Research. But the Sunday newspaper is still tops for coupons where 53% of people get their discounts, up 8% from 2006, the survey found.

Mail is another popular source for coupons used by 35% of people, followed by in-store coupons at 33% and loyalty cards and in-store circulars, which tied at 22%. Less popular coupon spots include weekday newspapers and product packages, both at 17%, respectively and magazines at 15%.

“With prices for consumer goods rising, we can only expect that a ‘good deal’ is of increasing importance to shoppers,” Alisa Joseph, vice president of advertiser marketing services for Scarborough Research, said in a statement. “Coupons are one of several economically-focused promotional tools that stores and product brands can use to get shoppers in the door and spending despite these uncertain economic times.”

Coupon clippers are shopping at a variety of retailers, including mass grocers, such as SuperTarget, traditional supermarkets, including Kroger’s and warehouse clubs, such as Sam’s Club.

Consumers that clip coupons tend to spend more money on groceries each week, $114 compared to the national average of $110. They also are more likely than the average household to buy a variety of grocery products across multiple categories, the survey found.

The top market for coupon-clipping was Milwaukee, Wis., where 40% of households engage in the consumer behavior. Albuquerque, NM, El Paso, TX and Fresno, CA are the markets least likely to have consumers clipping coupons.

Read more coverage on coupons
Read more from this week's P&I newsletter
SUBSCRIBE to the Promo P&I newsletter!


Acceptable Use Policy
blog comments powered by Disqus

Special Report on Email

Get the E-mail Credit You Deserve


Executive summary:
How important is it that your e-mail campaigns get white listed? Well, look at it this way: How important is it that your messages get delivered?
Download the full report

Sponsored By:

Featured Webinar

Know your Customer - Grow your Business with Targeted Email Marketing


In an industry littered with competition and product variation, promotional suppliers, event marketers, agencies, and other promotional vendors need to re-evaluate the ways in which they collect data and communicate with potential customers. No longer are recipients tolerating irrelevant marketing materials, via email or any other medium. Sending relevant, targeted offers that they WANT to receive is essential in order to acquire new customers and grow your business.
Learn more now...

RESOURCES: Helping You Find Solutions

Browse Back Issues

COMMUNITY Thoughts and opinions from PROMO editors & columnists.

Blog: Promotions

Back to Top

Browse Back Issues

COMMUNITY Thoughts and opinions from PROMO editors & columnists.

Blog: Promotions

Back to Top