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36 Million American Adults Now Print Coupons

The Digital Generation Embraces Online Coupons and Encompasses Almost 25 Percent of All Coupon Clickers

Mountain View, Calif. – July 29, 2008 – The number of people turning to the web for coupons has soared to 36 million in 2008. That’s an increase of 10 million people from 2005. Traditionally consumers have associated coupons with the Sunday paper, but as consumers turn to the web for news they’re also looking online for savings. In an effort to learn more about these “Coupon Clickers,” Simmons/Experian Research and Coupons, Inc. conducted a survey ? the 2008 Printable Coupon Consumer Pulse. The research confirms the most popular sources for printable coupons are savings?specific sites like Coupons.com. A June Hitwise report found Coupons.com has the largest market share for savings sites, and traffic has increased 190 percent since 2007.

“The economic downturn is generating a shift in coupon use and a long?term change in consumer perception and behavior,” said Steven Boal, CEO of Coupons, Inc. “A new generation of shoppers is discovering coupons on the Web and printing coupons is becoming a regular part of a consumer’s shopping routine. In fact, almost a quarter of the 148 million Americans that use coupons now find them online, and nearly half of these Coupon Clickers are between the ages of 22 and 44.”

Demographic Information
Younger than 35 years old
Household income > $60,000
Have children under 18
Online Coupon Clickers
29.4%
61%
35.6%
Newspaper Coupon Clippers
23.3%
56.6%
29.2%

 

Note: Data based on research conducted between Fall 2007 and Winter 2008
Source: 2008 Printable Coupon Consumer Pulse from Simmons Market Research Bureau and Coupons, Inc.

Other notable findings from the survey regarding Coupon Clicker consumers:

• Coupons increase a brand’s equity and perceived value. 58% believe a brand providing coupons online is more likely to provide new products that they will enjoy. 57% believe these companies care about keeping them as a customer.

• More than 70% of Coupon Clickers would provide their e?mail address, first and last name and answer survey questions for a $2 coupon.

• Coupons fuel marketing initiatives. 73% of Coupon Clickers are more likely to open an e?mail if a coupon is offered. 64% are more likely to click on an ad banner or search listing if they know a coupon is offered.

Report methodology
Simmons Market Research Bureau and Coupons, Inc. conducted the 2008 Printable Coupon Consumer Pulse in March 2008. The report compiles national consumer research from Simmons and a custom survey of more than 2000 printable coupon users.

About Experian Research Services
Experian Research Services (ERS) is ranked one of the fastest growing market research companies by Jack Honomichl, the leading market research authority. ERS, a part of Experian, is comprised of Simmons, a full service, consumer research organization that has been The Voice of the American Consumer for more than 50 years, and Vente, a real?time online quality lead generation service.