Shoppers Rely on Newspapers for Coupons

A recent Valassis study found that coupon use remains high, with 90 percent of consumers indicating that they use coupons. Newspaper free standing inserts remain the preferred distribution method, accounting for over 90 percent of all coupons distributed.

Similar results have been described by other recent newspaper insert studies conducted by Coda Ventures/Triad, and Research and Analysis of Media (RAM).

Key findings include:

  • 87% of coupon users report they are using the same or more coupons this year compared with last year1
  • 86% of shoppers use coupons to plan their shopping lists1
  • 86% of media consumers use newspaper inserts, compared to direct mailers such as Red Plum (63%), and ValPak (41%)2
  • 86% of newspaper readers believe newspaper inserts help them get the best deals3
  • 85% of all consumers are influenced to try a new product due to a coupon1
  • 84% of all consumers are likely to switch stores to take advantage of weekly specials1
  • 82% of all consumers use coupons received through newspaper inserts -  including 82% of Millennials, 83% of Gen X, and 84% of affluents1
  • 82% of all consumers are influenced to buy a brand they wouldn’t typically buy due to a coupon1
  • 77% of shoppers select their stores based on where they can use paper coupons1
  • 3 out of 4 readers often buy something that they weren’t planning to purchase after reading a newspaper insert4
  • 43% of shoppers who classify themselves as brand loyal say they feel better about companies that offer coupons than those that do not1

 

Sources:  12K16 Valassis Coupon Intelligence Report, 2Research and Analysis of Media (RAM) Inserts Study, 3Coda/Triad Newspaper Insert Study, 4Coda/Triad Preprinted Newspaper Inserts Study

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