More than two-thirds of consumers (67%) say they have downloaded and printed online coupons, with Coupons.com (38%) topping the list of favorite websites, followed by Google (34%) and Groupon (22%), according to a report by Morpace.
Google, however, is the top-rated coupon site among men (41%) and younger consumers age 18-34 (43%).
Below, other finding from Morpace's Omnibus Coupon Report.
Online coupon use varies by gender and age:
- Women (72%) are more likely than men (59%) to download and print online coupons.
- Consumers with higher annual incomes ($50,000+) are more likely than those with lower incomes (under $50,000) to download and print online coupons (71% vs. 61%).
Awareness for Online Coupons
Awareness for online couponing is higher than current adoption levels: 94% of consumers say they are aware coupons can be downloaded and printed from the Internet.
Three coupon websites lead the pack in overall awareness*: Coupons.com is most popular in coupon downloads (47%), followed by Groupon.com (33%) and Valpak.com (26%).
Interestingly, coupon awareness is higher among older consumers: 97% of those age 55+ say they are aware of online coupons, but such consumers are less aware of coupon sites than their younger counterparts, Morpace finds.
No Coupons, Please
Roughly one-third of consumers are aware of the availability of online coupons, but prefer not to use them; among such consumers:
- 35% say coupons online are not appropriate for their needs.
- 20% say searching and downloading coupons isn't worth the time it requires.
- 19% don't use any type of coupon, regardless of distribution channel.
- 7% of consumers cite privacy as the main reason for not downloading coupons online.
Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.
Rising Food Costs Driving Couponing
Americans are getting craftier with saving strategies in response to rising food costs: 99% of US adults are aware of rising food prices and most (95%) plan to use at least one savings strategy at the grocery store as a result, according to a separate survey from Harris Interactive and Coupons.com.
Incorporating coupons is the most popular planned activity to off-set rising food prices (72%), followed by other budget-stretching activities such as comparing unit prices of package sizes (71%), shopping at discount stores (66%), and buying in bulk (57%).
Consumers' planned coupon use varies by gender, income level, and educational background:
- Women (78%) are more likely than men (66%) to use coupons to off-set rising food prices.
- Consumers with household incomes of $75,000 to $100,000 are more likely than those making less than $35,000 to plan to use coupons (81% vs. 63%).
- Adults with college degrees (78%) are more likely than those without high-school degrees (51%) to plan to use coupons.
* Awareness for coupon sites is defined in the study as having downloaded coupons from such sites.
About the data: Findings are from a survey of 1,000 consumers, Feb 10-15, 2011 as part of the Morpace Omnibus. The Harris Interactive survey was conducted for Coupons.com via telephone among 1,010 US adults age 18+, March 4-7, 2011.
