Sunday Newspapers Remain the Dominant Source for Coupons
Milwaukee, WI and Rochester, NY are the Top Cities for Households That Clip
Grocery Coupons
NEW YORK, July 17 /PRNewswire/ -- Internet coupons are of increasing
interest to consumers, according to a recent analysis by consumer and media
measurement firm Scarborough Research. Eleven percent of households
currently obtain coupons via the Internet, and this has increased 83
percent since 2005.
However, the Sunday newspaper remains the number one place for
acquiring household coupons. Fifty-three percent of households get their
coupons from the Sunday newspaper. Other leading places for acquiring
coupons include the mail (35 percent of households usually obtain coupons
via the mail), in-store coupons (33 percent), preferred customer/loyalty
cards (22 percent), in-store circulars (22 percent), weekday newspapers (17
percent), product packages (17 percent) and magazines (15 percent). All of
the coupon acquisition categories have experienced growth since 2005,
however none at the level of Internet coupons (see table at end of release
for details).
"With prices for consumer goods rising, we can only expect that a 'good
deal' is of increasing importance to shoppers. Coupons are one of several
economically-focused promotional tools that stores and product brands can
use to get shoppers in the door and spending despite these uncertain
economic times. And, the Internet provides an easy to use vehicle to search
for coupons," said Alisa Joseph, vice president, advertiser marketing
services, Scarborough Research.
Scarborough also examined Grocery Coupon Clipping Households*, or those
households that use grocery coupons (specifically) once a week or more. The
analysis found Milwaukee, WI and Rochester, NY are the leading U.S. market
areas for these households. Forty percent of Milwaukee households and 38
percent of Rochester households use grocery coupons once a week or more.
Nationally, 27 percent of households use grocery coupons with this same
frequency.
People hailing from leading grocery coupon clipping cities have higher
than average Sunday newspaper readership rates. Nationally, Sunday
newspaper readers are 15 percent more likely than all adults to use grocery
coupons in their household. Not surprisingly, adults in leading coupon
clipping market Milwaukee are 24 percent more likely to read the Sunday
newspaper, and those in Rochester are 32 percent more likely to be readers
of the Sunday paper. Sunday newspapers are known for being stuffed with
coupons and advertising circulars.
Where are these consumers shopping? Grocery Coupon Clipping Households
shop across categories, including mass grocers such as SuperTarget,
traditional grocers such as Kroger's, and warehouse clubs such as Sam's
Club. However, they are average for shopping at Wal-Mart Supercenter, the
grocery store with the highest percentage of grocery shoppers nationally.
The Scarborough analysis also showed that Grocery Coupon Clipping
Households tend to spend slightly more money on groceries weekly, $114,
versus the national average of $110. They are more likely than the average
household to purchase a variety of grocery products across categories --
from pantry staples like coffee and ready-to-eat cereal to health items
such as yogurt and energy/nutrition bars.
The demographic profile of Grocery Coupon Clipping Households
illustrates that the appeal of coupons is wide-ranging. They are average
for having children at home. People across all income brackets clip grocery
coupons -- however those with higher household incomes tend to be slightly
more likely to clip grocery coupons.
Albuquerque, NM, El Paso, TX, and Fresno, CA are the markets least
likely to have Grocery Coupon Clipping Households. Fourteen percent of
Albuquerque households use grocery coupons once a week or more. Fifteen
percent of those in El Paso and Fresno use grocery coupons with this same
frequency.
Local Market Ranking: Top Cities for Grocery Coupon Clipping Households
(%)
DMA (R) % hhlds
Milwaukee, WI 40
Rochester, NY 38
Pittsburgh, PA 36
Wilkes-Barre/Scranton, PA 36
Buffalo, NY 36
Hartford/New Haven, CT 36
Columbus, OH 36
Toledo, OH 36
Syracuse, NY 35
Green Bay/Appleton, WI 35
Cincinnati, OH 35
Albany/Schenectady/Troy, NY 34
Providence/New Bedford, RI 34
Minneapolis/St. Paul, MN 34
New York, NY 33
Baltimore 33
Harrisburg/Lancaster/Lebanon/York, PA 33
Orlando/Daytona Beach/Melbourne, FL 33
Philadelphia, PA 32
Tampa/St. Petersburg, FL 32
Indianapolis, IN 32
Grand Rapids/Kalamazoo/Battle Creek, MI 31
Boston, MA 31
Knoxville, TN 31
Dayton, OH 30
Charlotte, NC 30
Louisville, KY 30
Richmond/Petersburg, VA 30
Chicago, IL 30
Cleveland/Akron, OH 30
Detroit, MI 30
Greensboro/High Point/Winston-Salem, NC 28
Roanoke/Lynchburg, VA 28
San Antonio, TX 28
Norfolk/Portsmouth/Newport News, VA 28
Jacksonville, FL 28
Miami/Ft. Lauderdale, FL 28
Flint/Saginaw/Bay City, MI 27
DMA (R) % hhlds
West Palm Beach/Fort Pierce, FL 27
Portland, OR 27
Des Moines/Ames, IA 27
Fort Myers/Naples, FL 27
Tucson, AZ 27
Washington, D.C. 27
Greenville/Spartanburg/Asheville/Anderson, SC 26
Kansas City, MO 26
Memphis, TN 26
Nashville, TN 26
Raleigh/Durham, NC 26
Phoenix, AZ 26
Los Angeles, CA 25
St. Louis, MO 25
Dallas/Fort Worth, TX 25
Las Vegas, NV 25
Houston, TX 25
Charleston/Huntington, WV 24
San Diego, CA 23
Seattle/Tacoma, WA 23
Lexington, KY 23
Denver, CO 23
Wichita/Hutchinson, KS 23
Atlanta, GA 22
Birmingham, AL 21
Honolulu, HI 21
Austin, TX 20
Colorado Springs/Pueblo, CO 20
Spokane, WA 20
Little Rock/Pine Bluff, AR 20
Oklahoma City, OK 19
Chattanooga, TN 19
Tulsa, OK 19
Mobile, AL/Pensacola, FL 18
Salt Lake City, UT 17
Sacramento/Stockton/Modesto, CA 17
Bakersfield, CA 16
San Francisco/Oakland/San Jose, CA 16
Fresno/Visalia, CA 15
El Paso, TX 15
Albuquerque/Santa Fe, NM 14
Coupon Trend: Places Household Usually Obtains Cents-Off Coupons (%)
Coupon Source 2005 2006 2007 % Increase
(%hhlds) (%hhlds) (%hhlds) 2005-2007
Sunday newspaper 49 49 53 8
Mail 29 31 35 20
In-store coupons 27 27 33 22
Preferred customer
card/loyalty card 21 20 22 5
In-store circulars 18 18 22 22
Weekday newspaper 14 15 17 21
Product packages 14 13 17 21
Magazines 12 12 15 25
Internet 6 8 11 83
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