Digital Coupons: Online Coupon Growth 10X That Of Print

One of the few bright spots for the newspaper industry within this recession has been the growth in coupon insertions.

As manufacturers and retailers try to attract the shrinking wallets of the American public, they are increasingly looking to couponing as a way to drive trial and volume for their products.

But while newspapers are getting modest benefits, the true growth in couponing is happening in the digital space.

Coupons.com, one of the largest players in the digital couponing space, recently released some truly stunning statistics related to digital coupons:

• Digital coupon growth has exceeded the modest growth in newspapers by a factor of 10 to 1.
• Printed savings within the Coupons.com digital network exceeded $858 million in 2009, behind a 170% growth rate over 2008.
• Coupons/Rewards was the 5th fastest growing Internet category,  beating out such categories as Search and Email.

And while growth in digital coupons has been something a long time in coming, there are emerging some interesting consumer demographics in this space.   According to 2009 demos, consumers who print digital coupons have an “average household income of $97,000, a 23 percent higher income level than the U.S. average”.

In addition to higher incomes, what’s important to digital marketers about differences in online versus offline coupon users is their receptivity to linking coupons with their social media activity.  As this article from Brandweek states:

“The availability and convenience of digital coupons is attracting a newer, and younger, base of consumers, many of whom use Twitter, Facebook and other forms of social media. “

This last fact is probably the most relevant to marketers today.  As we look for “content” that can drive traffic or engagement, the traditional coupon with a digital twist is increasingly becoming a valued tool in the toolbox.