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BizReport : Advertising : February 15, 2010

Digital coupon growth outpaces newspaper

It is no secret that the readership of newspapers may be switching to a primarily online readership. Now, news that coupon clipping is also moving online. According to the latest research from for the first time digital coupon growth outpaced newspaper coupon growth by a margin of 10 to 1.

by Kristina Knight

The savings from printed coupons reached more than $850 million for 2009, a 170% increase Year over Year. From 2007 to 2008 coupon savings grew by more than 130%.

"[In]part due to the growth of digital coupons as more consumers made them part of their shopping routine and more brands tapped them to engage with their consumers," said Steven Boal, CEO of Incorporated. "We expect the adoption of digital coupons will continue to accelerate in 2010 as consumers and brands alike increasingly adopt them, and as we continue to enable companies to engage with their consumers with coupons in innovative ways, including mobile and social media initiatives."

What does the average digital coupon clipper look like?

• Average household income of $97,000, 23% higher than the average population
• More than one-third are college educated
• They are most interested in food - cereals, pizza, snacks and quick-serve restaurants

Not only are consumers clipping and printing coupons, those who can are saving coupons to their loyalty/rewards cards to use in-store, are using mobile coupons and many are sharing coupons through blogs and social networks. These opportunities give coupons a longer shelf life than the buzz around some advertising campaigns.

Tags: coupon advertising, coupon offers, couponing,, digital coupons, online coupons

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  • Newspaper Reader

    "It is no secret that the readership of newspapers has switched to a primarily online readership."

    You need to actually research something before you put it up as fact. This is laughably wrong. In any given market, more people still read a printed newspaper than read a newspaper web site. Period. Check the web site for research on this topic.

    Please post research supporting your claim.

  • Kristina Knight

    I respectfully disagree. Several studies have shown that readership of physical papers is down because readers are reading online instead or because they've abandoned the newspaper for online-only news resources.

    Scarborough Research, Harris Polls, and the list goes on.



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