We’ve noted several times in recent months how important digital coupons are becoming to the local shopping experience. This year alone, increased consumer usage has helped drive new digital coupon services from Yellow Pages companies such as DexOne and SuperMedia, which are eager to help local businesses generate additional leads through this increasingly popular marketing tool.
Now, new research released this week by Coupons.com shows that digital coupon revenues at the company grew an astounding 100% during the 12-month period ending June 30. According to the company, more than $1 billion in digital coupon saving was printed or loaded to a store loyalty card via its website and online network during that period, outpacing the growth of coupons distributed in newspapers 10 to 1.
Coupon.com said that 46.4 million American consumers—or 20.8% of the U.S. population—are now using online coupons, up from 40.2 million in 2008. The company also noted that of the 46.4 million consumers now using online coupons, 12.9 million do not read any part of the Sunday newspaper, an 18 percent increase over 10.9 million in 2008.
Other interesting stats from the release include:
- Searches on Google for “Printable Coupons” increased 67% year-over year.
- Access to exclusive deals or offers like digital coupons were the number one reason consumers followed a brand on Twitter or Liked a brand on Facebook, according to a report by Razorfish.
- 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. 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.
- 33.4% of those who print digital coupons have a college degree (up from 30.4% in 2008), compared to 28.9% of those who use newspaper coupons and 26.1% of the general populace. Also, adults with college degrees are almost twice as likely to have used coupons in the past six months as those who didn’t graduate from high school.
Given the fast growth of this online product, I’m excited about Yellow Pages’ existing presence in the space and look forward to seeing how our members’ offerings generate additional leads for local businesses.
For more information, including the popularity of digital coupons by product category, read the Coupons.com press release.