Coupons: Paper used more than pixels

Coupons are currently popular with households of all types across the U.S. in an economy where consumers are feeling the pinch. Many are turning to the Internet for discounts, but while coupon-clicking is more popular today than ever before, paper remains more popular than pixels.

by Helen Leggatt

scarborough%20research%20logo.gif Recent analysis by Scarborough Research has found that while the Internet is an increasingly popular place to find and print coupons, usage rising 83% since 2005, the majority still clip from Sunday newspapers.

Fifty-three percent used coupons clipped from Sunday newspapers, found Scarborough Research, while just 11% acquired them via the Internet. The study found that, across the U.S., households that were readers of Sunday newspapers were 15% more likely to use grocery coupons.

Coupons received via direct mail were also popular with consumers with 35% using them followed by in-store coupons (33%), loyalty cards (22%), in-store circulars (22%), weekday newspapers (17%), product packages (17%) and magazines (15%).

"With prices for consumer goods rising, we can only expect that a 'good deal' is of increasing importance to shoppers,” said Alisa Joseph, vice president, advertiser marketing services, Scarborough Research.

“Coupons are one of several economically focused promotional tools that stores and product brands can use to get shoppers in the door and spending despite these uncertain economic times.”