Growth of Digital Coupons Outpaces FSI Distribution by Tenfold
Representing 20.8 percent of the U.S. population, 46.4 million American consumers are now using online coupons, up from 40.2 million in 2008.4 Of the 46.4 million online coupon users, 12.9 million do not read any part of the Sunday newspaper, an 18 percent increase over 10.9 million in 2008.5
Additionally, indicative of trends in the consumer vernacular, Internet queries for coupons and related terms increased on search engines. Specifically, searches on Google for “Printable Coupons” increased 67 percent over a year ago.6 In addition, coupons are increasingly speaking up in the social media conversation, where consumers are sharing them within their networks and brands are using them to entice and reward Likes and followers. In a report by Razorfish, the number one reason consumers followed a brand on Twitter or Liked a brand on Facebook was access to exclusive deals or offers.7 Coupons.com has helped many leading brands with their social media presence, generating millions of coupon prints and encouraging millions of Likes and other engagement objectives.
Consumer interest in savings is expected to continue in better economic times. Research shows that even if economic conditions improve, 8 out of 10 U.S. adults plan to continue to engage in couponing activities.8
To support current and continued growth of digital coupons, Coupons.com Incorporated is increasing its workforce and is looking to hire approximately 50 additional people, growing the company’s workforce by nearly 20 percent. The majority of the positions are located in Mountain View, California, with other openings across the country in regional sales offices.
Demographic of Digital Coupon User
Data shows that users of digital coupons have higher household incomes and are better educated than users of newspaper coupons and the general population, dispelling the perceived low-brow stigma of couponing.
Consumers who print digital coupons have an estimated average household income of $96,000, a 14 percent higher income level than the U.S. average.9 Interestingly, adults with household income of over $100,000 are twice as likely to have redeemed coupons printed from an online source than adults with household income less than $35,000.10