70% of Consumers Still Look to Traditional Paper-Based Coupons for Savings

April 16, 2015

Study finds that Traditional Print Coupons have Eight Times the Redemption Rate of Digital Coupons

New York, NY (April 16, 2015) — Seventy percent of consumer packaged goods coupon users still use print-based coupons such as those in free standing inserts (FSI) typically found in Sunday papers to find savings1 according to a study that will be presented by GfK Custom Research and News America Marketing at the Association of Coupon Professionals’ 10th annual Industry Coupon Conference on Thursday, April 16 in San Antonio.

The new study reveals surprising statistics about consumer coupon usage including that traditional FSI coupons are redeemed at a rate eight times that of digital coupons2, and that among heavy CPG coupon users, those using paper coupons spend 8% more annually than their digital counterparts3.

“While consumers continue to adopt digital savings tools, this study reaffirms the value of the traditional print FSI,” said Mark Peiser, VP, Marketing Research, News America Marketing. “When you look at the numbers, you can see that print coupon redemption rates still dominate consumer savings.”

So, too millennial coupon users are looking to the FSI – with 63% of this age group using traditional print coupons. 1

The presentation is based on a series of studies conducted throughout 2014 and analyzed and compiled at the beginning of this year. It’s unique in that it focused only on Consumer Packaged Goods coupon users, not the larger universe of clothing, home store, or other types of retail shoppers.

“The data we collected shows that while digital coupons are an important saving tool, traditional paper coupons are still a predominant player in the world of savings,” said Neal Heffernan, SVP, Shopper & Retail Strategy, GfK Custom Research.

  1. ECI research, 2014
  2. Inmar, 2015
  3. GfK Retail, 2014

# # #

About News America Marketing

News America Marketing is the premier marketing partner of some of the world’s most well-known brands. From our iconic Sunday coupon insert, SmartSource Magazine®, to our innovative digital savings platforms, News America Marketing’s SmartSource®-branded advertising and promotion programs are an integral part of America’s shopping routine. We reach millions of consumers each day through our network of 1,900+ publications1, 56,975+ retail stores2, and 500 online partner sites including our own SmartSource.com3. Since 1988, we have delivered advertising and promotions that are proven to help brands succeed.

For more information, please visit newsamerica.com or smartsource.com.

  1. NAM market list effective January, 2015
  2. Based on an aggregate of NAM cycle 5, 2015 SSCM for all classes of trade with the exception of specialty stores that accept only Carts
    or Shelftalk
  3. As of December 2014 About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.