Communications and Technology Industry Research

Scarborough Research recently conducted a study and found that Internet coupon usage is on the rise in American households. The consumer and media measurement firm concluded that 11 percent of U.S. families buy these coupons off the Internet and this particular trend has grown 83 percent since 2005.

 

The study also reestablished the popularity of the Sunday newspaper for the acquisition of household coupons. Approximately 53 percent of all households acquire their coupons from the Sunday newspaper. The other popular places, in order of percentage, were the mail, which accounted for 35 percent, the in-store variety, which totaled to 33 percent and loyalty cards at a modest 22 percent. The growth that has been seen the in Internet coupon sector though has been the greatest so far.

 

“With prices for consumer goods rising, we can only expect that a 'good deal' is of increasing importance to shoppers. Coupons are one of several economically-focused promotional tools that stores and product brands can use to get shoppers in the door and spending despite these uncertain economic times. And, the Internet provides an easy to use vehicle to search for coupons,” said Alisa Joseph, vice president, advertiser marketing services, Scarborough Research.

 

The report also analyzed how many households use grocery coupons regularly, at a minimum usage of once a week. The report detailed that the cities that have the largest concentration of these kinds of households are Milwaukee and Rochester.

 

The citizens of these particular cities have shown a trend to read the Sunday newspaper more than the other cities. Considering figures across the country, Sunday newspaper readers make up around 15 percent of people more inclined towards utilizing grocery coupons. This is directly related to the use of grocery coupons as the Sunday newspaper is well known to have a great deal of discount offers within its pages.

 

The more popular haunts for these grocery coupons shopping cover a plethora of shop types, including larger groceries like SuperTarget, more traditional ones like Kroger's, and ones like Sam’s Club warehouse clubs. The grocery shop that gets the most footfalls is Wal-Mart Supercenter, which has the largest clientele in the country.