Sunday Newspapers Remain the Dominant Source for Coupons Milwaukee, WI and Rochester, NY are the Top Cities for Households That Clip Grocery Coupons
NEW YORK, July 17 /PRNewswire/ -- Internet coupons are of increasing
interest to consumers, according to a recent analysis by consumer and media
measurement firm Scarborough Research. Eleven percent of households currently
obtain coupons via the Internet, and this has increased 83 percent since 2005.
However, the Sunday newspaper remains the number one place for acquiring
household coupons. Fifty-three percent of households get their coupons from
the Sunday newspaper. Other leading places for acquiring coupons include the
mail (35 percent of households usually obtain coupons via the mail), in-store
coupons (33 percent), preferred customer/loyalty cards (22 percent), in-store
circulars (22 percent), weekday newspapers (17 percent), product packages (17
percent) and magazines (15 percent). All of the coupon acquisition categories
have experienced growth since 2005, however none at the level of Internet
coupons (see table at end of release for details).
"With prices for consumer goods rising, we can only expect that a 'good
deal' is of increasing importance to shoppers. Coupons are one of several
economically-focused promotional tools that stores and product brands can use
to get shoppers in the door and spending despite these uncertain economic
times. And, the Internet provides an easy to use vehicle to search for
coupons," said Alisa Joseph, vice president, advertiser marketing services,
Scarborough Research.
Scarborough also examined Grocery Coupon Clipping Households*, or those
households that use grocery coupons (specifically) once a week or more. The
analysis found Milwaukee, WI and Rochester, NY are the leading U.S. market
areas for these households. Forty percent of Milwaukee households and 38
percent of Rochester households use grocery coupons once a week or more.
Nationally, 27 percent of households use grocery coupons with this same
frequency.
People hailing from leading grocery coupon clipping cities have higher
than average Sunday newspaper readership rates. Nationally, Sunday newspaper
readers are 15 percent more likely than all adults to use grocery coupons in
their household. Not surprisingly, adults in leading coupon clipping market
Milwaukee are 24 percent more likely to read the Sunday newspaper, and those
in Rochester are 32 percent more likely to be readers of the Sunday paper.
Sunday newspapers are known for being stuffed with coupons and advertising
circulars.
Where are these consumers shopping? Grocery Coupon Clipping Households
shop across categories, including mass grocers such as SuperTarget,
traditional grocers such as Kroger's, and warehouse clubs such as Sam's Club.
However, they are average for shopping at Wal-Mart Supercenter, the grocery
store with the highest percentage of grocery shoppers nationally.
The Scarborough analysis also showed that Grocery Coupon Clipping
Households tend to spend slightly more money on groceries weekly, $114, versus
the national average of $110. They are more likely than the average household
to purchase a variety of grocery products across categories -- from pantry
staples like coffee and ready-to-eat cereal to health items such as yogurt and
energy/nutrition bars.
The demographic profile of Grocery Coupon Clipping Households illustrates
that the appeal of coupons is wide-ranging. They are average for having
children at home. People across all income brackets clip grocery coupons --
however those with higher household incomes tend to be slightly more likely to
clip grocery coupons.
Albuquerque, NM, El Paso, TX, and Fresno, CA are the markets least likely
to have Grocery Coupon Clipping Households. Fourteen percent of Albuquerque
households use grocery coupons once a week or more. Fifteen percent of those
in El Paso and Fresno use grocery coupons with this same frequency.
Local Market Ranking: Top Cities for Grocery Coupon Clipping Households (%)
DMA (R) % hhlds
Milwaukee, WI 40
Rochester, NY 38
Pittsburgh, PA36
Wilkes-Barre/Scranton, PA 36
Buffalo, NY 36
Hartford/New Haven, CT36
Columbus, OH 36
Toledo, OH36
Syracuse, NY 35
Green Bay/Appleton, WI35
Cincinnati, OH35
Albany/Schenectady/Troy, NY 34
Providence/New Bedford, RI34
Minneapolis/St. Paul, MN 34
New York, NY 33
Baltimore 33
Harrisburg/Lancaster/Lebanon/York, PA 33
Orlando/Daytona Beach/Melbourne, FL 33
Philadelphia, PA 32
Tampa/St. Petersburg, FL 32
Indianapolis, IN 32
Grand Rapids/Kalamazoo/Battle Creek, MI 31
Boston, MA31
Knoxville, TN 31
Dayton, OH30
Charlotte, NC 30
Louisville, KY30
Richmond/Petersburg, VA 30
Chicago, IL 30
Cleveland/Akron, OH 30
Detroit, MI 30
Greensboro/High Point/Winston-Salem, NC 28
Roanoke/Lynchburg, VA 28
San Antonio, TX 28
Norfolk/Portsmouth/Newport News, VA 28
Jacksonville, FL 28
Miami/Ft. Lauderdale, FL 28
Flint/Saginaw/Bay City, MI27
DMA (R) % hhlds
West Palm Beach/Fort Pierce, FL 27
Portland, OR 27
Des Moines/Ames, IA 27
Fort Myers/Naples, FL 27
Tucson, AZ27
Washington, D.C. 27
Greenville/Spartanburg/Asheville/Anderson, SC 26
Kansas City, MO 26
Memphis, TN 26
Nashville, TN 26
Raleigh/Durham, NC26
Phoenix, AZ 26
Los Angeles, CA 25
St. Louis, MO 25
Dallas/Fort Worth, TX 25
Las Vegas, NV 25
Houston, TX 25
Charleston/Huntington, WV 24
San Diego, CA 23
Seattle/Tacoma, WA23
Lexington, KY 23
Denver, CO23
Wichita/Hutchinson, KS23
Atlanta, GA 22
Birmingham, AL21
Honolulu, HI 21
Austin, TX20
Colorado Springs/Pueblo, CO 20
Spokane, WA 20
Little Rock/Pine Bluff, AR20
Oklahoma City, OK 19
Chattanooga, TN 19
Tulsa, OK 19
Mobile, AL/Pensacola, FL 18
Salt Lake City, UT17
Sacramento/Stockton/Modesto, CA 17
Bakersfield, CA 16
San Francisco/Oakland/San Jose, CA16
Fresno/Visalia, CA15
El Paso, TX 15
Albuquerque/Santa Fe, NM 14
Coupon Trend: Places Household Usually Obtains Cents-Off Coupons (%)
Coupon Source 2005 2006 2007 % Increase
(%hhlds) (%hhlds) (%hhlds)2005-2007
Sunday newspaper49 49 538
Mail29 31 35 20
In-store coupons27 27 33 22
Preferred customer
card/loyalty card 21 20 225
In-store circulars 18 18 22 22
Weekday newspaper 14 15 17 21
Product packages14 13 17 21
Magazines 12 12 15 25
Internet 68 11 83
SOURCE: Scarborough Research: Scarborough USA+, Release 2 2005, 2006 and
2007. All local market is based on DMA, or Designated Market Area, which is a
trademark of Nielsen Media Research.
About Scarborough Research
Scarborough Research (www.scarborough.com, info@scarborough.com) measures
the lifestyle and shopping patterns, media behaviors and demographics of
American consumers, and is considered the authority on local market research.
Scarborough's core syndicated consumer insight studies in 81 Top-Tier Markets
and its Multi-Market Study are Media Rating Council (MRC) accredited. Other
products and services include Scarborough USA+ (a national database), Mid-Tier
Local Market Studies, Hispanic Studies and Custom Research Solutions.
Scarborough measures 2,000 consumer categories and serves a broad client base
that includes marketers, advertising agencies, print and electronic media
(broadcast and cable television, radio stations), sports teams and leagues and
out-of-home media companies. Surveying more than 220,000 adults annually,
Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and
The Nielsen Company (www.nielsen.com).
*Grocery Coupon Clipping Households are households who use grocery coupons
once a week or more.
SOURCE Scarborough Research
