The Sunday paper is still many consumers' go-to resource for their weekend dose of “The Family Circus.” But when it comes to getting coupons to feed their own three rings at home, today many shoppers are clicking rather than cutting.
A recent survey by Simmons/Experian Research and Coupons Inc. found that nearly 35% of coupon users under age 35 go online for discounts, compared with 23% who look in the newspaper. For parents of children under 18, more than 35% get their coupons online vs. 29% who clip.
According to the poll, over 70% of Web coupon users would provide their e-mail address, first/last name and answer survey questions for a $2 coupon. Seventy-three percent also would be more likely to open an e-mail if a coupon was offered, while 64% would be inclined to click on an ad banner or search listing to get a discount.
“The economic downturn is generating a shift in coupon use and a long-term change in consumer perception and behavior,” notes Coupons Inc. CEO Steven Boal. His company says 36 million people will turn to the Web for coupons this year, an increase of some 10 million since 2005.
