Coupons.com put out a blizzard of data today from the first half of 2010. The headline, as I’ve indicated, is that digital has grown 100% year over year, dramatically outpacing traditional newspaper coupon growth roughly 10 to 1.
Digital (online + mobile) is now the most effective/efficient medium for coupon marketers according to third party data published by Coupons.com. Coupons.com’s inventory is CPG/grocery, local and online (via Retailmenot).
Here are a few of the highlights released:
- More than $1 billion in digital coupon savings was printed or loaded to a store loyalty card via Coupons.com and the Coupons.com network in the last 12 months [which] represents a 100 percent increase compared to $529 million the year before.
- 46.4 million American consumers are now using online coupons, up from 40.2 million in 2008. Of the 46.4 million online coupon users, 12.9 million do not read any part of the Sunday newspaper, an 18 percent increase over 10.9 million in 2008.
- Searches on Google for “Printable Coupons” increased 67 percent over a year ago.
- Research shows that even if economic conditions improve, 8 out of 10 U.S. adults plan to continue to engage in couponing activities.
- 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. Interestingly, 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 percent of those who print digital coupons have a college degree (up from 30.4 percent in 2008), compared to 28.9 percent of those who use newspaper coupons and 26.1 percent 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.
Here are the top categories from Coupons.com and its network:
In addition the company recently announced that it had seen more than 1 million downloads of its GroceryIQ and Coupons.com mobile apps.
