Online Coupons Gaining Popularity

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Online Coupons Gaining Popularity

By: Mike Sachoff
2009-04-03

A new survey finds that 34 percent of female consumers are using coupons more frequently than they were six months ago, according to Burst Media.

The survey which polled more than 4,500 women 18 years or older found that nearly 70 percent of respondents would print and redeem an online coupon for a product they would be interested in purchasing.

"The use of the Internet as a source for coupons has soared," said Chuck Moran, VP of Marketing for Burst Media. "The advantage of Internet coupons over their paper counterparts is that advertisers can more finely target their offers - whether through content, geographic or even behavioral targeting."

"Additionally, the immediacy and ability to measure performance on the Internet allow marketers to run last minute promotions and react to changing market conditions."

Although the Sunday newspaper is still the primary source of coupons for 29.2 percent of respondents, that percentage is down from 35.3 percent in 2002. The survey revealed a substantial increase in the use of the Internet for coupons - rising from 3.8 percent in 2002 to 16 percent today.

Other media cited as a respondents' primary source of coupons include in-store circulars (14.9%), mail packs/direct mail (13.5%), weekday newspapers (8.3%), in-store dispensers (5.4%) and magazines (2.2%).

Additionally, the survey found that Internet coupons are particularly effective in attracting consumers' attention. Three-quarters (75.2%) of women 35-54 years old indicated they would print and redeem an Internet coupon - this compares to 62.2 percent of women 18-34 years and 67.7 percent of women 55 years and older.

About the Author:
Mike is a staff writer for WebProNews. Visit WebProNews for the latest ebusiness news.


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