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BizReport : Trends & Ideas archives : April 03, 2009

Study: Youngsters get hip to coupon clipping

Clipping coupons from newspapers remains a popular activity, and more than 90 million Americans, or 78% of retail shoppers, continue to clip paper coupons. However, younger consumers, seeing the money-saving benefits of coupons, aren't stung with the stigma of using coupons and are looking to the Internet.

by Helen Leggatt

The image of a coupon-cutter has long been the elderly folk at the checkout, rummaging through reams of neatly trimmed newspaper squares, oblivious to the foot-tapping queue building up behind them.

But times are changing and a new survey from Platform-A and Information Resources Inc. found that age is a good indicator of a consumer's preference for newspaper or digital coupons. In fact, their results revealed that nearly four out of every 10 shoppers - a total of 40 million consumers - would be very likely to use coupons accessed online. Not surprisingly, the younger the consumer the more comfortable they are using online coupons, said the report.

"This data highlights a number of trends that are converging to make online couponing an appealing option for CPG manufacturers," said Mark Ellis, Senior Vice-President, AOL / Platform-A. "We have an economy that makes coupons much more relevant to the average consumer, a rising generation of families totally at home with the Internet, and an overall decline of the newspaper and its Sunday circular distribution. There's clearly a huge window of opportunity here."

Additional study findings include:

• Just over half (51%) of 18- to 24-year-old shoppers indicated they would be very likely to use online 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 most likely to use a coupon they found online, closely followed by shoppers with younger children.

Tags: coupon clipping, coupons, digital coupons, life-stage, newspaper coupons, online coupons, Platform-A

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