For Coupons, Most Americans Still Turn to the Sunday Paper

Source: April 9, 2013 by MarketingCharts staff


Local businesses are spending more on promotions than advertising, per a recent report, and perhaps with good reason. According to recent survey results from Linkable Networks, 95% of consumers use coupons when they shop, including 30% who claim to do so every time they shop. And while the internet is turning into a prime source of coupons, inserts in the Sunday newspaper still rule the roost, with 78% of coupon users saying they typically find them there.

That suggests that the internet is being used as a complementary source for coupons, rather than as an alternative to traditional means: even while digital trends transform the marketing landscape, the Sunday paper remains tops among those identified, just as it did in a study almost 2 years ago. Of course, free-standing inserts are the dominant coupon distribution method, at anestimated 90% share of distribution by volume last year.

Coupons and deal websites are a major source, too, with 61% of coupon users typically finding deals there, according to the Linkable Networks survey. And along with estimates that paperless coupon redemptions (C2C, mobile) are on the rise (see link above), the survey also reveals that 19% of respondents typically find the coupons they use on a smartphone, and 7% on iPads and other tablets. (The survey did not specifically identify other coupon sources.)

Other Findings:

  • About 3 in 4 respondents said that deals or coupons were somewhat (44%) or much (29%) more important to their purchases this past holiday season compared to the one before.
  • Asked to identify which of a list of statements sounded most like their personal opinion on store selection when shopping during the holidays, a plurality 38% chose the response indicating that they would try a great advertised deal even it was at a retailer they had never been to, while 30% indicated they prefer to shop at stores they know and love. That aligns with recent research showing that promotions are an excellent way to lure customers into trying new fashion retailers.
  • Married respondents are more likely to use the Sunday paper as a coupon source than those who are not married (81% vs. 75%).
  • Women are about 20% more likely than men to find coupons or coupon and deal websites (67% vs. 56%).

About the Data: The data is gleaned from an online survey of 803 Americans conducted on behalf of Linkable Networks from January 7 – 12, 2013. To qualify, all respondents had to identify being 18 years of age or older. Weights were applied to ensure the sample was demographically balanced to reflect the US adult population.


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