The Digital Generation Embraces Online Coupons and Encompasses Almost 25 Percent of All Coupon Clickers
Mountain View, Calif. ‒ July 29, 2008 ‒ The number of people turning to the web for coupons has soared to 36 million in 2008. That’s an increase of 10 million people from 2005. Traditionally consumers have associated coupons with the Sunday paper, but as consumers turn to the web for news they’re also looking online for savings. In an effort to learn more about these “Coupon Clickers,” Simmons/Experian Research and Coupons, Inc. conducted a survey ‒ the 2008 Printable Coupon Consumer Pulse. The research confirms the most popular sources for printable coupons are savings‒specific sites like Coupons.com. A June Hitwise report found Coupons.com has the largest market share for savings sites, and traffic has increased 190 percent since 2007.
“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. In fact, almost a quarter of the 148 million Americans that use coupons now find them online, and nearly half of these Coupon Clickers are between the ages of 22 and 44.”
Younger than 35 years old
Household income > $60,000
Have children under 18
|Online Coupon Clickers
|Newspaper Coupon Clippers
Note: Data based on research conducted between Fall 2007 and Winter 2008
Source: 2008 Printable Coupon Consumer Pulse from Simmons Market Research Bureau and Coupons, Inc.
Other notable findings from the survey regarding Coupon Clicker consumers:
Simmons Market Research Bureau and Coupons, Inc. conducted the 2008 Printable Coupon Consumer Pulse in March 2008. The report compiles national consumer research from Simmons and a custom survey of more than 2000 printable coupon users.
For a complete report on the 2008 Printable Coupon Consumer Pulse, visit: http://www.couponsinc.com/corp/pdf/2008_Consumer_Pulse_Survey.pdf.