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BizReport : Ecommerce archives : August 03, 2010

Report: Digital coupons now topping printed

In the last year, according to a new report from, digital coupons have grown 100% as free-standing inserts (i.e. coupons from newspapers) have increased only about 8%. Quite the difference, especially coupled with information that more than $1 billion in digital coupons have been downloaded or directly loaded to a store loyalty card in the same time period.

by Kristina Knight

"Consumers continue to crave savings, and more and more of them are tapping digital coupons as an important part of their savings strategy," said Steven Boal, CEO of Incorporated. "We expect more brands and more consumers to increasingly adopt digital coupons, and we foresee substantial growth across the entire digital domain--with particular growth within social media and mobile environments."

From along more than $1 billion in savings were printed or loaded to a loyalty card; for the same period in 2009 $529 million in savings were printed. Another bright spot for the digi-coupon craze? In June 2010 alone more than $110 million in savings coupons were printed.

Why the high growth rate? The report suggests eases of use could be one reason. When coupons were only available through newspapers, consumers had to wait until Sunday, go through the flyers, clip the coupons and then remember to take them to the store. The availability of digital coupons and digital coupon hubs means consumers can easily search for specific coupons, print them out or download the information direct to a loyalty/rewards card for redemption.

Which consumers are using coupons?

• Consumers with an average household income of $96,000 (annually)
• 33% of consumers with college degrees use digital coupons
• Consumers who have an annual household income of $100,000 and who have college degrees are twice as likely to use digital coupons

According to NCH Marketing Services more than 45 million American consumers are now taking advantage of digital coupons, an increase of more than 5 million since 2008. Their research also indicates that search queries for coupons and discounts have increased by more than 50% year over year.

Tags: coupons,, digital coupons, ecommerce, mcoupons, NCH Marketing Services, online shopping

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