Trends: 70% of Consumers Still Look to Traditional Paper-Based Coupons for Savings

Study finds that Traditional Print Coupons have Eight Times the Redemption Rate of Digital Coupons  


Seventy percent of consumer packaged goods coupon users still use print-based coupons such as those in free standing inserts (FSI) to find savings1 according to a study that will be presented by GfK Custom Research and News America Marketing at the Association of Coupon Professionals’ 10th annual Industry Coupon Conference on Thursday, April 16 in San Antonio.

The new study reveals surprising statistics about consumer coupon usage including that traditional FSI coupons are redeemed at a rate eight times that of digital coupons2, and that among CPG coupon users, those using paper coupons spend 8% more annually than their digital counterparts3.

“While we continue to expand our digital savings portfolio, this study reaffirms the value of the traditional print FSI,” said Mark Peiser, VP, Marketing Research, News America Marketing. “When you look at the numbers, you can see that print coupon redemption rates still dominate consumer savings. Even millennial coupon users are looking to the FSI – with 63% of this age group using traditional print coupons. 1

The presentation is based on a series of studies conducted throughout 2014 and analyzed and compiled at the beginning of this year. It’s unique in that it focused only on Consumer Packaged Goods coupon users, not the larger universe of clothing, home store, or other types of retail shoppers.

“The data we collected shows that while digital coupons are an important saving tool, traditional paper coupons are still a major player in the world of savings,” said Neal Heffernan, SVP, Shopper & Retail Strategy, GfK Custom Research. “Ideally, a marketer needs to choose both in order to ensure a well-rounded marketing plan.”

1 ECI research, 2014

2 Inmar, 2015

3 GfK Retail, 2014

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