Fuel prices are slowly inching downward, but consumers are still watching spending carefully and using coupons often, according to a recent survey by lead generation services provider Prospectiv.
Overall, 72% of consumers polled say they’re using more coupons now than they did six months ago, with 75% citing economic concerns as their main reason. 81% say they’re interested in coupons for grocery items.
Online is a key source for coupons, with 15% of those surveyed saying the web is their primary source for coupons. Additionally, 6% cite e-mail offers and newsletters as a top coupon source, while 2% most frequently use discounts displayed in banner ads.
Offline media still lead the way for coupons. 51% of respondents say newspapers and magazines are where they get coupons most often, 19% named circulars and inserts and 7% said direct mail. However, the poll found that many consumers are open to getting product deals via the web. 26% of consumers say they’d like to receive coupons in the future via e-mail offers and e-newsletters, and 16% say they’d like to get coupons from web sites.
Consumers also want more tailored offers, the survey found. 80% of those surveyed say they’d increase their use of online coupons if they received deals tailored to their specific interests and favorite products, with 56% very likely to do so and 24% likely to increase coupon use under those circumstances.
“Prospectiv’s poll shows that as long as coupon savings promotions are tailored to their interests, consumers welcome direct offers from marketers — especially through direct mail and online channels such as e-mail, targeted e-newsletters and consumer savings websites,” says Jere Doyle, Prospectiv’s chief executive officer.
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