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Monday, March 1, 2010

Digital Coupon Redemption Value Beats Newspapers

According to statistics from Coupons.com, the Grocery iQ smartphone app grew 170% in value during 2009 to more than $858 million. By comparison, growth measures for newspaper coupon value last year ranged from 8% (per TNS Media Intelligence) to 16% (estimate from retail consultant Inmar.) As a result, says the report, redemption values on its digital offering outstripped the increase in newspaper-based coupons by more than 10 to 1.

Steven Boal, Coupons.com CEO, said "... for the first time in almost two decades the use of coupons increased in 2009... due (in part) to the growth of digital coupons... more consumers made them part of their shopping routine..."

The company cited other research to underline the strong growth of the digital coupon sector in 2009. For example, coupons/ rewards was the fifth fastest growing Internet category last year, according to online metrics firm Nielsen. Google searches for the terms "printable coupons" and "online printable coupons" grew 186% and 178% respectively during the year, while Yahoo said "coupons" ranked first on its list of economy-related search queries-followed by "unemployment", "stimulus plan", "cash for clunkers" and "student loans".

Internal data from Coupons.com found that ready-to-eat cereal was the most popular product category for digital coupons last year, by a wide margin, followed by yoghurt, just as they were in 2008. But the rest of the coupon favorites list showed some shakeup. Last year, salty snacks filled the third slot; this year sweet snacks took that honor, and the salt goods dropped to number five.

Also new to this year's list: refrigerated dough, nutritional snacks, condiments and pizza. The addition of non-CPG categories quick-service restaurants/ casual dining and entertainment to the 2009 top list indicates a growing interest on the part of non-grocery brands in offering online discounts, the report says.

Top Coupon Categories, 2009(Coupons.com internal data)
*Rank*	*Category*
1	Ready-to-eat cereal
2	Yogurt
3	Sweet snacks
4	Refrigerated dough
5	Salty snacks
6	QSR/casual dining
7	Nutritional snacks
8	Entertainment
9	Condiments
10	Pizza
Source: Coupons.com, February 2010

The 2009 savings index, relating the size of metro population to the value of the company's coupons redeemed, found that Atlanta residents were heavy users of Coupons.com offers in 2009, followed by Tampa, Cincinnati, St. Louis and Minneapolis.

We use the term research in the broadest possible sense. We do not perform an audit, nor do we analyze the data for accuracy or reliability. Our intention is to inform you of the existence of research materials and so we present reports as they are presented to us. The only requirements we impose are that they are potentially useful and relevant to our readers and that they pass the rudimentary test of relying on acceptable industry standards. We explicitly do not take responsibility for the findings. Please be aware of this and check the source for yourself if you intend to rely on any of the data we present.

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