Users of online coupons have larger families, spend more on groceries and are more brand loyal than coupon users in general, says a new study commissioned by online coupon provider CoolSavings Inc.
The survey, conducted for CoolSavings by market researcher NFO WorldGroup, found that online users are 110% more likely to have families of four or more members than traditional coupon users and they spend over 30% more on groceries on a weekly basis, across all product categories. Both groups are 85% female.
The survey says that while traditional coupon users focus more heavily on price and promotion, Internet coupon users are more likely to buy the brands they prefer, across almost all product categories studied. "Brand marketers should take note: Internet coupon users are valuable consumers who should be actively targeted," said Matthew Moog, president and CEO of CoolSavings.