2008 Printable Coupon Consumer Pulse
Transcript of 2008 Printable Coupon Consumer Pulse
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2008 Coupons, Inc.
2008 Printable Coupon Consumer Pulse Coupons Inc. & Simmons Market Research BureauApril 25, 2008
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Research Objectives
Confirm the demographic of the online coupon printer
Understand why shoppers use online coupons Understand where online coupon printers prefer to find
coupons
Confirm the marketing benefit of adding coupons to adbanners, e-mails, etc.
Explore consumer attitudes re. online coupons
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Internet Use Climbs
Source: Pew Internet & American Life Project; Newspaper Association of America
Online Penetration
Newspaper Readership
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Coupon User Shift
Coupon Users(149M)
Online
(26M)
OnlineOnly(3M)
Uses Both(23M)
Y2005
Coupon Users(148M)
Online(33M)
OnlineOnly(4M)
Uses Both(29M)
Y2007
Newspaper share eroding as online couponing increases Online couponing represents 22.4% market penetration in 2007
Newspaper(96M)
Newspaper(92M)
Source: Simmons Market Research Bureau
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Online Coupon Growth
Online coupon usage continues to grow now accounting for 22.4% of coupon market penetration
Source: Simmons Market Research Bureau
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SMRB National Panel Desirable Demographics
36 % of online coupon printers have children under the age of 18 in their household Online couponing reaching larger and wealthier households
Source: Simmons Market Research Bureau Fall 2007 Na;onal Consumer Survey
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Age
47% of online coupon printers between 22 and 44 years old (28% more thannewspaper FSI clippers)
Online coupon printers 40% less likely than newspaper FSI clippers to be over 60 yearsold (and 33% less likely than general adult population)
Source: Simmons Market Research Bureau Fall 2007 Na;onal Consumer Survey
Ages 22 to 44 Ages 60 and Older
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Reasons for Using Coupons
88% use coupons to save money on brands they usually buy Almost half use coupons to try new products
Q: Why do you use coupons? Select all that apply.
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Where Do You Typically Go to Find Coupons?
Majority of respondents find coupons in multiple locations
Q: Where do you typically find coupons? Select all that apply.
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Where Do You Go to Get Printable Coupons?
Majority (43%) of printable coupons accessed at general savings sites like Coupons.com Manufacturers promotional site is second (31.9%); followed closely by manufacturers
brand website and retailer sites (31.0% and 30.8% respectively)
Q: From which of the following sources do you obtain printable coupons? Select all that apply.
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Why Do You Go to Website or Subscribe to Newsletter?
Half (51%) of online coupon printers go to a manufacturer/retailers website or subscribe to a newsletter to find money saving coupons
Q: Why do you typically go to a website, manufacturerswebsite or subscribe to a manufacturers email newsletter? Select all that apply.
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Products Use Coupons For
74% of online coupon printers use coupons on frozen food products; 71% usecoupon on refrigerated foods
Q: Thinking about all types of coupons that you currently use,which types of products do you use coupons for? Select all that apply.
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Coupon Use and Intent
Q: For each type of product that you use coupons for, pleaseindicate whether you currently use printable coupons or whether you would like to use printable coupons in the future.
Enormous couponing upside still exists for most product categories Restaurants and Fast Food offer untapped promotional opportunities
74%71%
67% 65%
57% 58%54%
49%47%
42% 39%
32%
22%19%
16%18%
15%13% 12% 10%
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Time Spent Online in Past 7 Day
76% of online coupon printersspent at least one hour online inthe past 7 days
51% spent at least 5 hours onlinein the past 7 days
Q: How much time did you spend on the Internet for something other than email in the last 7 days?
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Time Spent Online in Past 7 Days
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Importance of Internet
60% of online coupon printers think the Internet is a very or extremely important sourcefor looking up product information
Over half (53%) thinks it is a very or extremely important source when shopping for non-food items
Q: Please indicate how important the Internet is to you as asource of information for each of the following items.
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Product Research
81% of online coupon printersresearch products or servicesonline before making an offlinepurchase
Only 6% say they never do so
Q: How often do you research products or services online prior to making an offline purchase decision?
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Online Research Method
59% of online coupon printers go directly to the manufacturers site to obtaininformation on products
Q: How do you research products online? Select all that apply.
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Agree: Products & Manufacturers with Online Coupon
58% of online coupon printers agree that products and manufacturers withonline coupons are more likely to come up with products they will use and enjoy
Q: Please indicate how much you agree with each statement.
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Email
73% of online coupon printersare more likely to open an emailif a coupon was offered
Only 9% are less likely to do so
Q: If you know there is a coupon offered in an email, are you?
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Banners or Search
64% of coupon printers statethey are likely to click on an adbanner or search listing to get acoupon
Only 14% are less likely to do so
Q: If you know there is a coupon available as a result of your clicking on an ad banner or search listing, are you?
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Relevance
86% of online coupon printersare likely to print and usecoupons that are relevant tocontent
Q: When you are viewing an article or content on a website,such as a recipe, and a coupon for something related to thecontent (e.g. a coupon for a recipe ingredient) is located withinthe article, how likely are you to print and use the coupon?
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Personal Info
77% of online couponprinters state the value of the coupon affects their willingness to providepersonal information
Q: When you are asked to provide personal information on awebsite to receive a coupon, how does the value of the offer affect your decision to provide this information?
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$1 vs. $2 Coupons
Q: Which of the following pieces of information would you supply in order to receive a $1 coupon and what informationwould you supply for a $2 coupon?
The value of the offer will dramatically affect a consumers willingness to provide information
For $1 coupon, more than half of online coupon printers were willing to give their email address anddemographics data
For $2 coupon, nearly two-thirds willing to give anything from email address to postal address
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Executive Summary
Online coupon printers skew younger, have larger households, and are wealthier and better educated than
the general population and newspaper FSI clippers. Over half of online coupon printers are more likely to
click on an ad banner or open an e-mail if it is enabledwith a coupon.
83% of online coupon printers are more likely to print acoupon if it is relevant to their reading content.
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77% of online coupon printers state the value of thecoupon affects their willingness to provide personal
information 81% of online coupon printers research products or
services online before making an offline purchase Enormous couponing upside still exists for most product
categories Half (51%) of online coupon printers go to a
manufacturer/retailers website or subscribe to anewsletter to find money saving coupons