Will Americans ever give up their paper coupons?

Will Americans ever give up their paper coupons? By George Anderson Retail Wire Discussion November 6, 2015

“A Magazine Is an iPad That Does Not Work” — that was one Millennial’s perspective. Paper and digital trigger different parts of the brain as many studies are discovering. Last month Forbes featured a study on the question and researchers found “When asked to cite the brand (company name) of an advertisement they had just seen, recall was 70% higher among participants who were exposed to a direct mail piece (75%) than a digital ad (44%)”

The tactile nature of print may also appeal from a primal need to physically engage when one is dealing with money/food. We are however finding high usage of in-store coupon delivery where shoppers select from interactive digital displays but choose to print. A both/and solution. Maybe it’s just that touchy-feely thing …  Frank Beurskens,  ShoptoCook, LLC

Americans Still Prefer Paper Coupons

AUSTIN, Texas, Nov. 2, 2015 /PRNewswire/ — Despite all of the technology available to today’s consumers, Americans still prefer paper coupons, according to a new CreditCards.com report.

63% of U.S. credit/debit cardholders who use coupons say they most frequently present coupons from newspapers, mailings and other paper products.
Entering a discount code online is a distant second (17%), followed by presenting a coupon or discount code on one’s phone (15%).
85% of Americans use coupons (24% often, 29% sometimes and 32% occasionally).
Paper coupon usage decreases with income and increases with age, but even 18-24 year-olds are using paper coupons about twice as much as any other method.

 

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