Coupon Use Continues To Climb

We’ve done several posts recently about the variety of tools consumers are
using to save money.  A new study shows us how many consumers are using coupons, what kind they are using and how much money consumers have
saved using coupons.

•   In 2011, over 80% of consumers say
they regularly use coupons – up from
78% in 2010

•   Nearly half of consumers said they
always or very often redeem coupons
– the number of heavy coupon users
is up 15% from last year

•  Over 300 billion coupons were
distributed in 2011, slightly down
from 2010

•   Consumers saved a collective $470 billion with coupons in 2011

•   Hair care products, eye care products and candy & gum were the three
largest growth segments for coupon use in 2011

•   Nearly 90% of coupons were distributed using free-standing inserts

•   From 2010 to 2011, there has been a 27% jump in consumers searching
online for coupons – currently nearly two-thirds of consumers regularly go online to find them

•   Nearly nine in 10 consumers use coupons when planning shopping

 What Does This Mean To You?

Coupons are a great way to set yourself apart from the competition and get
attention from consumers.  They also give you a great way gain more information about customers and create engagement.  More consumers are actively using and searching for coupons, there are ways to leverage this trend and generate more activity.  Think about offering coupons for filling out a survey or gathering personal information.  This will help you craft targeting profiles and forms avenues to connect with consumers.  Using group deal coupons are an excellent customer acquisition tool.  Just like any other acquisition method, don’t forget about strategies to produce loyalty.  For more information on coupons and other customer acquisition methods, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: NCH Marketing; The Center For Media Research


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