Like an egg hunt,
but for discounts
The number of people turning to the web for coupons has soared to 36 million in 2008 - an increase of 10 million people from 2005 - and almost a quarter of the 148 million Americans who use coupons now find them online, according to a Coupons, Inc. study (via RetailerDaily).
And nearly half of those "Coupon Clickers" are between the ages of 22 and 44, the Simmons/Experian Research and Coupons, Inc. survey, the "2008 Printable Coupon Consumer Pulse," finds.
"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. "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."
Other notable findings from the survey:
- Coupons increase a brand's equity and perceived value:
- 58 percent of those surveyed say they believe a brand providing coupons online is more likely to provide new products that they will enjoy.
- 57 percent say those companies care about keeping them as a customer.
- More than 70 percent of Coupon Clickers would provide their email address, first and last name, and answer survey questions for a $2 coupon.
- Coupons fuel marketing initiatives:
- 73 percent of Coupon Clickers are more likely to open an email if a coupon is offered.
- 64 percent are more likely to click on an ad banner or search listing if they know a coupon is offered.
About the study: Simmons Market Research Bureau and Coupons, Inc. conducted the 2008 Printable Coupon Consumer Pulse (pdf) in March 2008. The report compiles national consumer research from Simmons and a custom survey of more than 2,000 printable coupon users.
http://www.marketingcharts.com/direct/online-coupon-clickers-number-36-million-5449/
Promotions, Packaged Goods, Youth, Online, Retail, Newspapers, Integrated/Cross-Media/Convergence, Interactive, Demographics, E-Commerce, FSIs, Direct
draft Consumer Confidence Index Holds Steady in July
The Conference Board Consumer Confidence Index, which had declined in June, held steady in July and now stands at 51.9 (1985=100), up slightly from an upward-revised 51.0 in June, the Conference Board reported (via RetailerDaily).
The Present Situation Index was virtually unchanged at 65.3 versus 65.4 in June, and the Expectations Index increased moderately to 43.0 from 41.4 in June, according to the Conference Board.
"Looking ahead, while consumers remain extremely grim about short-term prospects, the modest improvement in expectations, often a harbinger of economic times to come, bears careful watching over the next few months," said Lynn Franco, director of the Conference Board Consumer Research Center.
Other findings issued by the Board:
