Coupon usage survey

WHERE DO YOU GET YOUR COUPONS? From October 17-29, 2012, the Press-Enterprise, in partnership with CivicScience, surveyed 4,781 print newspaper subscribers in the U.S. about their preferences for receiving physical coupons and other offers either by direct mail or via newspaper insert. WHAT WE FOUND PRINT SUBSCRIBERS WHO ARE INTERESTED IN PHYSICAL COUPONS PREFER TO RECEIVE THEM: 56% 28% 15% NEWSPAPER INSERT DIRECT MAIL NO INTEREST DEMOGRAPHICS: When looking at the key demographic traits of print subscribers, we found subtle but statistically-significant differences across a few categories. Overall, women are 8% more likely to prefer coupons via newspaper insert. Men are 19% more likely to have no interest in physical coupons of any kind. 62% 39% 50% of subscribers between the ages between the ages of 45-64 prefer newspaper inserts. of subscribers or more of respondents of all ages prefer newspaper inserts. of 30-34 prefer direct mail. GEOGRAPHY: Percentage of print subscribers who prefer coupons via newspaper insert by U.S. region 50.3% 60.1% 61.7% 54.7% I As the map shows, print subscribers in the U.S. Northeast (61.7%) are most likely to prefer coupons by newspaper insert. I Those in the Midwest are a close second at 60.1%. I Residents of the U.S. West were least likely to prefer coupons by newspaper insert, but still came in at over 50% of the total respondents sample in that region. 33% 62% of print subscribers making between $50,000 and $100,000 annually prefer coupons via newspaper inserts. of print subscribers making between $35,000 and $50,000 annually prefer coupons via direct mail. THE FINAL WORD FREQUENCY: The study found that not only do people prefer to recieve coupons via newspaper insert, but they are more likely to use those coupons when received this way. 41% 27% of print subscribers who prefer receiving coupons via newspaper inserts say they are using coupons more than usual. of print subscribers who prefer receiving coupons via direct mail say they are using coupons more than usual. Results were reweighted where necessary to reflect the full U.S. adult population.