Coupons: Text/Email Emerging Source Yet Sunday Newspapers Remain Top Source
Inserts/Coupons
August 2009 -- According to recent analysis by consumer and media measurement firm Scarborough Research, the Sunday newspaper and other print sources remain the top means for acquiring coupons. One out of two households turns to the Sunday newspaper for clipping coupon, followed by in-store circulars (35%) and direct mail (31%).
The study now measures text messages and email and finds this technology to be an emerging method for households to obtain coupons -- 8.6 million (8%) of US households currently acquire coupons via text messages and/or email.
Those consumers who obtain coupons via text messages and/or email tend to be young, affluent, educated and female. Scarborough data shows that they are 14% more likely than the average adult to be ages 18-24; 51% more likely to be a college graduate or have an advanced degree; and 6% more likely to be female.
All coupon acquisition categories have experienced some growth since 2005, with the exception of loyalty cards which has remained relatively steady 21%.
Ways Households Typically Obtain Coupons (%)
|
Coupon Source |
2005 |
2006 |
2007 |
2008 |
|
Sunday newspaper |
49% |
49% |
53% |
51% |
|
In-store coupons |
27% |
27% |
33% |
35% |
|
|
29% |
31% |
35% |
31% |
|
Customer loyalty card |
21% |
20% |
22% |
21% |
|
In-store circular |
18% |
18% |
22% |
20% |
|
Weekday newspaper |
14% |
15% |
17% |
17% |
|
Product packages |
14% |
13% |
17% |
16% |
|
Magazines |
12% |
12% |
15% |
15% |
|
Text messages and/or email |
NA |
NA |
NA |
8% |
|
Internet sites |
6% |
8% |
11% |
7% |
Source: Scarborough Research, Scarborough USA+ Study, Release 2 2008
About: Based on Scarborough USA Release 2 2005, 2006, 2007, 2008.
Source: Scarborough Research, More Than 8.6 Million Households Obtain Coupons Via Text Messages and/or Email, August 18, 2008.
