The redemption values carried by digital coupons in 2009 grew ten times faster than those of coupons printed in newspapers, according to statistics from Coupons.com, a digital coupon platform.
The data from Coupons.com reports that savings offered through the company’s outlets – including Web accounts, branded apps on mobile and HP printers, and the Grocery iQ smartphone app—grew 170% in value during 2009 to more than $858 million.
By comparison growth measures for newspaper coupon value last year ranged from 8% (per TNS Media Intelligence) to 16% (estimate from retail consultant Inmar.) As a result, Coupons.com claims, redemption values on its digital offering outstripped the increase in newspaper-based coupons by more than 10 to 1.
“For the first time in almost two decades the use of coupons increased in 2009, in part due to the growth of digital coupons as more consumers made them part of their shopping routine and more brands tapped them to engage with their consumers,” Coupons.com CEO Steven Boal said in a release. “We expect the adoption of digital coupons will continue to accelerate in 2010.”
The 170% increase in value of offers on Coupons.com platforms in 2009 exceeded the previous year’s growth rate, the company said. In 2008, offer value grew 133% over that of 2007.
The company y cited other research to underline the strong growth of the digital coupon sector in 2009. For example, coupons/ rewards was the fifth fastest growing Internet category last year, according to online metrics firm Nielsen. Google searches for the terms “printable coupons” and “online printable coupons” grew 186% and 178% respectively during the year, while Yahoo said “coupons” ranked first on its list of economy-related search queries—followed by “unemployment”, “stimulus plan”, “cash for clunkers” and “student loans”.
Internal data from Coupons.com found that ready-to-eat cereal was the most popular product category for digital coupons last year, by a wide margin, followed by yoghurt, just as they were in 2008. But the rest of the coupon favorites list showed some shakeup. Last year, salty snacks filled the third slot; this year sweet snacks took that honor, and the salt goods dropped to number five.
Also new to this year’s list: refrigerated dough, nutritional snacks, condiments and pizza. The addition of non-CPG categories quick-service restaurants/ casual dining and entertainment to the 2009 top list indicates a growing interest on the part of non-grocery brands in offering online discounts, the company said.
The 2009 Coupons.com savings index, a metrics that relates the size of metro population to the value of the company’s coupons redeemed, found that Atlanta residents were heavy users of Coupons.com offers in 2009, followed by Tampa, Cincinnati, St. Louis and Minneapolis.
Coupons.com is based in Mountain View CA.
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