Los Angeles — As people redeem digital coupons at a 10 percent rate versus a one percent rate for traditional coupons, BI Intelligence suggests mobile coupons will grow to 53 million annually by 2014.
In addition, more than 70 percent of consumers say coupons are the most influential marketing medium to motivate CPG purchases — above advertising, social media and in-store promotions. Freestanding insert coupons for new products jumped 23.2 percent, following 10 and 16.8 percent declines in 2010 and 2012, respectively.
Although CPG coupon volume is on the rise, NCH Marketing Services, Inc. says redemption was down 17 percent in 2012, a result of the 4.4 percent increase in nonfood category coupons, where people tend to delay purchases, combined with the 6.5 percent drop in food coupons.
However, NCH found 80 percent say they continue to use coupons regularly when purchasing CPG products and 26.4 percent redeemed more coupons in 2012 than in 2011. Regarding those who are not using coupons, 46 percent say it’s because they can't find coupons for the products they want to buy and 39 percent say coupons expire before they can use them.