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72% of consumers are using coupons more, and many are open to web discounts
15% of consumers get the majority of their coupons from the Internet, a Prospectiv survey finds. 81% say they would use more coupons if offers were more targeted to their specific interests.
Managing Editor, International Research
Fuel prices are slowly inching downward, but consumers are still watching spending carefully and using coupons often, according to a recent survey by lead generation services provider Prospectiv.
Overall, 72% of consumers polled say they’re using more coupons now than they did six months ago, with 75% citing economic concerns as their main reason. 81% say they’re interested in coupons for grocery items.
Online is a key source for coupons, with 15% of those surveyed saying the web is their primary source for coupons. Additionally, 6% cite e-mail offers and newsletters as a top coupon source, while 2% most frequently use discounts displayed in banner ads.
Offline media still lead the way for coupons. 51% of respondents say newspapers and magazines are where they get coupons most often, 19% named circulars and inserts and 7% said direct mail. However, the poll found that many consumers are open to getting product deals via the web. 26% of consumers say they’d like to receive coupons in the future via e-mail offers and e-newsletters, and 16% say they’d like to get coupons from web sites.
Consumers also want more tailored offers, the survey found. 80% of those surveyed say they’d increase their use of online coupons if they received deals tailored to their specific interests and favorite products, with 56% very likely to do so and 24% likely to increase coupon use under those circumstances.
“Prospectiv’s poll shows that as long as coupon savings promotions are tailored to their interests, consumers welcome direct offers from marketers -- especially through direct mail and online channels such as e-mail, targeted e-newsletters and consumer savings websites,” says Jere Doyle, Prospectiv’s chief executive officer.