If coupons fit within your campaign strategy, be aware of what kind can generate the best results.
Scarborough Research has recently conducted a study on coupon usage. MediaPost reports that print coupons still are the dominant source; however, virtual coupons like text messages and emails are beginning to have a following.
Of the households surveyed, 51% use Sunday newspapers as the number one source for coupon retrieval, in-store coupons are second at 35%, mailed coupons are third at 31% and loyalty card programs are fourth at 21%. Other non-digital sources like in-store circulars at 20%, weekday newspapers at 17%, coupons included in product packaging at 16%, and magazines at 15% are still significant.
At the moment, the research company states that “8.6 million households get coupons via text messages or email, equaling about 8% of U.S. households; 7% get their coupons from Web sites.” It is noted that consumers who receive virtual coupons tend to be 51% more likely than the general population to be college graduates and skew slightly younger. The top markets for virtual coupons tend to be college towns like Providence, Rhode Island due to the fact that is where large numbers of tech-savvy young adults reside.
Coupons can be a helpful tool to any campaign. It is useful to know which form can be the most successful in reaching the target audience.