MOUNTAIN VIEW, Calif. — 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 economic downturn is generating a shift in coupon use and a long-term change in consumer perception and behavior," said Steven Boal, chief executive 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."
Notable findings in the survey include:
- Coupons increase a brand's equity and perceived value. Fifty-eight percent believe a brand providing coupons online is more likely to provide new products that they will enjoy; 57 percent believe these companies care about keeping them as a customer.
- More than 70 percent of Coupon Clickers would provide their e-mail address, first and last name and answer survey questions for a $2 coupon.
- Coupons fuel marketing initiatives. Seventy-three percent of Coupon Clickers are more likely to open an e-mail 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.
