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.