The number of consumers online clipping coupons has jumped to 36 million this year—representing an increase of 10 million since 2005, according to a survey by Simmons/Experian Research.
Nearly one-fourth of the 148 million American clipping coupons now surf the Web to find them, with half of those falling in the 22-to-44-year-old range. Nearly one-third—29.4%—are below 35 years old, with 23.3% of that same demographic also clipping newspaper coupons.
More than 60% of online coupon clickers have household incomes of $60,000, and 56.6% of consumers in that income range also clip print coupons. Nearly 37% of those households have children under 18 years of age, and 30% of them also peruse newspapers for coupons.
“The economic downturn is generating a shift in coupon use and a long-term change in consumer perception and behavior,” said Steven Boal, CEO of Coupons, Inc., in a statement. “A new generation of shoppers is discovering coupons on the Web and printing coupons is becoming a regular part of a consumer’s shopping routine.”
Coupons can also increase a brand’s equity and perceived value. Nearly 60% believe a brand providing coupons online will likely provide new products that they’ll like and they believe these companies care about keeping them as customers.
More than 70% would provide their e-mail address, first and last name and answer survey questions for a $2 coupon.
Coupons spark marketing initiatives, with 73% of respondents more likely to open an e-mail if a coupon is offered and 64% more likely to click on an ad banner or search listing if they know a coupon is on the other end.
Simmons Market Research conducted its Printable Coupon Consumer Pulse in March 2008 among more than 2,000 printable coupon users. Complete survey results are available at http://www.couponsinc.com.
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