We are in the midst of a recession and a massive shift in how the world consumes information at the same time. Consumers are cutting their spending due to their need to lower costs while there are more resources available to them to find ways to lower their costs through an ever growing array of online and digital tools.
And coupons are at the crossroads.
Yesterday, Mediaweek ran Scarborough: Text, E-Mail Coupons Growing in Popularity sharing new data from Scarborough Research about how U.S. households acquire coupons. Their highlights include:
The full list was made available in a press release titled, More than 8.6 Million Households Obtain Coupons via Text Messages and/or Email.
Surprising to me is the finding that more households acquire coupons through text or email than they do through coupon sites, expecially given the meteoric increase in coupon site traffic last year. It just goes to highlight the increasing importance of usind email and text messaging to distribute coupons which was articulated well by Scarborough's Gary Meo, "Coupons received via text messaging are typically sent only to consumers who have opted in to receive them. This increases the relevancy of the offer and the potential for the consumer to act on that offer."
And coupons are at the crossroads.
Yesterday, Mediaweek ran Scarborough: Text, E-Mail Coupons Growing in Popularity sharing new data from Scarborough Research about how U.S. households acquire coupons. Their highlights include:
- 8.6 million (or 8 percent) of U.S. households currently acquire coupons via text messages and/or email.
- Sunday newspapers are still the most popular way households obtain coupons at 51 percent
- The top market for text and/or e-mail coupon users is Providence, R. I., where 12 percent of households obtain coupons via text or e-mail, followed by Washington, D.C.; Atlanta, Ga.; San Diego, Calif.; Austin, Texas; and Chicago, Ill., all at 11 percent.
- 7 percent obtain coupons through internet sites, compared to 8 percent who acquire them through email and/or text
The full list was made available in a press release titled, More than 8.6 Million Households Obtain Coupons via Text Messages and/or Email.
Surprising to me is the finding that more households acquire coupons through text or email than they do through coupon sites, expecially given the meteoric increase in coupon site traffic last year. It just goes to highlight the increasing importance of usind email and text messaging to distribute coupons which was articulated well by Scarborough's Gary Meo, "Coupons received via text messaging are typically sent only to consumers who have opted in to receive them. This increases the relevancy of the offer and the potential for the consumer to act on that offer."
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