Will America’s love for paper coupons ever die?
Through a special arrangement, presented here for discussion is a summary of articles from MarketingCharts, which provides up-to-the-minute data and research to marketers.
Despite a slight rise in the preference for paperless discounts, more adults still prefer paper coupons, according to the latest annual survey of coupon use from Valassis.
Fully half of adults in the U.S. prefer to get coupons in the mail, a figure that has continued to rise over the past three years. The proportion of respondents who prefer to get coupons from a coupon book found in a newspaper continues to rise as well, from 42 percent last year to 44 percent this year.
Some 42 percent agree that they prefer to get paperless discounts from the internet that they can download onto their store shopper/loyalty card. And even though a smartphone offers the convenience of carrying coupons anywhere, just 38 percent say they prefer paperless discounts on their smartphone/mobile device.
Consumers’ preference for paper coupons is reflected in their high usage of them: fully 91 percent claim to use some form of paper coupons, compared to 93 percent last year. This shows that the use of paper coupons is still deeply ingrained as an American consumer habit.
By comparison, the use of paperless coupons has remained steady at 75 percent for the second year. Paperless coupon use is particularly high among Millennials (96 percent) and parents (92 percent). Parents are also the biggest users of paper coupons, with 95 percent of parents and 96 percent of Millennial parents using coupons received in the mail, newspaper, at the store or printed from their computer.
Data last year from Kantar Media showed that even as the number of paper coupons circulated had dropped by 12 percent and digital promotion offers significantly grew, the number of digital coupons available is just a small fraction of the overall total. Kantar Media’s analysis found manufacturers distributed about 34 times more print than digital coupons in the first half of 2018.
- American Consumers Still Love Paper Coupons – MarketingCharts
- 2K19 Valassis Coupon Intelligence Report – Valassis
- Coupon Distribution Continues to Slowly Shift to Digital Promotions in H1 – MarketingCharts
- Promotions trends 2018: Mid-year catch up – Kantar Media
DISCUSSION QUESTIONS: What’s supporting the strong bond between consumers and paper coupons? Do you see a gradual phase to higher usage of digital coupons or a tipping point that accelerates the shift?