New Research on Couponing Trends: Released by Platform-A and IRI
Platform-As Business Intelligence organization, in partnership with Information Resources, Inc. (IRI), released the results of a new study on trends in consumer couponing.
More than 90 million consumers (78% of retail shoppers) currently use newspaper coupons, with nearly one out of every four of the newspaper coupon clippers likely to be at least 65 years old.
Nearly four out of every 10 shoppers a total of 40 million consumers would be very likely to use coupons accessed online.
The youngest market segments are the most receptive to online coupon offers, with 51% of 18-24 year-old shoppers indicating that they would be very likely to use coupons presented to them online.
While historically ambivalent to traditional coupons, younger couples are the most likely life-stage group to use online coupons, indicating an opportunity to influence product choices within this segment.
Young couples without children are among the respondents most likely to use a coupon they found online, followed by shoppers with younger children.
Whats particularly remarkable about the study results is how open young people are to the idea of using coupons online even though clipping coupons from the newspaper really hasnt been their thing, adds J. P. Beauchamp, senior vice president, IRI Consumer & Shopper Insights. I think well be seeing CPG manufacturers jumping on this trend using online coupons to court a new generation of consumers and build loyalty during these cost-conscious times.
Click here to view the full press release
Click here to view the PDF of study results
Click here to view other research studies from Platform-A