PriceRunner Survey Highlights – Coupons:
Amplitude Research® conducted this study over a 4-day period from April 6th to April 9th, 2007 among a nationwide web panel. There were 1,000 survey respondents, resulting in a +/- 3.1% maximum sampling margin of error at the 95% confidence level. In this case, the word “maximum” refers to the margin of error being highest for proportions from the survey near 50%,
while declining as percentages get further from 50%. For example, the sampling margin of error for a result from the survey near 10% or 90% would be +/- 1.9%. The +/- 3.1% margin of error applies to results from the survey near 50%.
A number of interesting insights about shopping behavior emerged from this study, including the following:
- Most (96%) make online purchases at least once or twice a year. The majority makes online purchases regularly, such as every other month (21%), monthly (31%), or weekly (15%).
- It is worth keeping in mind that these results are based on a nationwide web panel, meaning that the study findings can be thought of as applying to regular Internet users. The results above, though, are still noteworthy because people can use the Internet in many different ways, which may or may not include shopping.
- About three-fourths (76%) report that their purchase decisions are influenced at least occasionally by websites specifically designed for comparison-shopping. One-fourth (25%) is influenced by these types of websites on a monthly (13%) or weekly (12%) basis.
- In comparison, less than two-thirds (63%) report being influenced by a radio advertisement at least occasionally, while small proportions are influenced monthly (7%) or weekly (7%). (Comparisons to other sources of information can be found in the ensuing report.)
- Many are also impacted by online advertising and/or coupons available online.
- About two-thirds (68%) report being influenced by an online advertisement at least occasionally, while some are influenced monthly (9%) or weekly (9%).
- Nearly three-fourths (73%) used at least one coupon they found online within the past six months. Almost one-in-five (19%) reported using online coupons six or more times in the past six months.
- Although coupon usage may be stereotypically associated with lower income households, this study shows that coupon usage actually increases with income – particularly usage of coupons found online:
|
Household Income |
||
Online coupons past 6 mos. |
< $35K |
$35 - 74K |
$75K+ |
Used 1-3 |
35% |
44% |
36% |
Used 4+ |
23% |
30% |
48% |
Used at least one |
58% |
74% |
84% |
- Similar patterns emerged for other types of coupons, although the relationship with income was not quite as strong as with coupons found online. For comparison, the table below shows usage of coupons received in the regular mail:
|
Household Income |
||
Mail coupons past 6 mos. |
< $35K |
$35 - 74K |
$75K+ |
Used 1-3 |
36% |
39% |
35% |
Used 4+ |
36% |
46% |
53% |
Used at least one |
72% |
85% |
88% |
|
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|
It is worth keeping in mind that these results are based on a nationwide web panel, meaning that the study findings can be thought of as applying to regular Internet users. The results above, though, are still noteworthy because people can use the Internet in many different ways, which may or may not include shopping.
Cross Tabulation of Data for Gender, Age and Political Preference:
How many times in the past six months have you used / redeemed the following? |
|||||||||
|
|||||||||
Coupon you received in the mail |
|||||||||
|
|||||||||
|
Please indicate your gender: |
Which of the following categories includes your age? |
Which of the following best represents your political preference? |
||||||
Female |
Male |
Under 35 |
35 - 49 |
50 - 64 |
65 or older |
Democrat |
Republican |
Neither / Independent |
|
A |
B |
C |
D |
E |
F |
G |
H |
I |
|
None |
69 12.97% |
101 21.58% |
72 18.14% |
50 13.16% |
41 21.47% |
7 21.88% |
51 16.14% |
42 15.0% |
51 18.55% |
Once |
48 9.02% |
52 11.11% |
49 12.34% |
29 7.63% |
18 9.42% |
4 12.5% |
24 7.59% |
32 11.43% |
31 11.27% |
2 - 3 times |
136 25.56% |
134 28.63% |
101 25.44% |
108 28.42% |
52 27.23% |
9 28.13% |
90 28.48% |
71 25.36% |
74 26.91% |
4 - 5 times |
88 16.54% |
77 16.45% |
67 16.88% |
62 16.32% |
31 16.23% |
5 15.63% |
61 19.3% |
39 13.93% |
49 17.82% |
6 or more times |
191 35.9% |
104 22.22% |
108 27.2% |
131 34.47% |
49 25.65% |
7 21.88% |
90 28.48% |
96 34.29% |
70 25.45% |
Total |
532 |
468 |
397 |
380 |
191 |
32 |
316 |
280 |
275 |
Mean |
3.53 |
3.07 |
3.23 |
3.51 |
3.15 |
3.03 |
3.36 |
3.41 |
3.2 |
Median |
4.0 |
3.0 |
3.0 |
4.0 |
3.0 |
3.0 |
3.0 |
3.0 |
3.0 |
SD |
1.39 |
1.42 |
1.43 |
1.37 |
1.46 |
1.42 |
1.39 |
1.43 |
1.42 |
Significance |
B |
A |
D |
C, E |
D |
|
|
|
|
Significance Tests Between Columns: Lower case: p<.05 and Upper case: p<.01 |
Coupon you found in a newspaper or magazine |
|||||||||
|
|||||||||
|
Please indicate your gender: |
Which of the following categories includes your age? |
Which of the following best represents your political preference? |
||||||
Female |
Male |
Under 35 |
35 - 49 |
50 - 64 |
65 or older |
Democrat |
Republican |
Neither / Independent |
|
A |
B |
C |
D |
E |
F |
G |
H |
I |
|
None |
77 14.47% |
106 22.65% |
83 20.91% |
54 14.21% |
39 20.42% |
7 21.88% |
47 14.87% |
45 16.07% |
62 22.55% |
Once |
37 6.95% |
48 10.26% |
41 10.33% |
28 7.37% |
16 8.38% |
0 |
20 6.33% |
28 10.0% |
31 11.27% |
2 - 3 times |
116 21.8% |
106 22.65% |
85 21.41% |
87 22.89% |
42 21.99% |
8 25.0% |
69 21.84% |
61 21.79% |
59 21.45% |
4 - 5 times |
87 16.35% |
71 15.17% |
70 17.63% |
57 15.0% |
25 13.09% |
6 18.75% |
54 17.09% |
44 15.71% |
45 16.36% |
6 or more times |
215 40.41% |
137 29.27% |
118 29.72% |
154 40.53% |
69 36.13% |
11 34.38% |
126 39.87% |
102 36.43% |
78 28.36% |
Total |
532 |
468 |
397 |
380 |
191 |
32 |
316 |
280 |
275 |
Mean |
3.61 |
3.18 |
3.25 |
3.6 |
3.36 |
3.44 |
3.61 |
3.46 |
3.17 |
Median |
4.0 |
3.0 |
3.0 |
4.0 |
3.0 |
4.0 |
4.0 |
4.0 |
3.0 |
SD |
1.43 |
1.52 |
1.5 |
1.43 |
1.53 |
1.5 |
1.43 |
1.46 |
1.51 |
Significance |
B |
A |
D |
C |
|
|
I |
i |
G, h |
Significance Tests Between Columns: Lower case: p<.05 and Upper case: p<.01 |
Coupon you found/received in a store |
|||||||||
|
|||||||||
|
Please indicate your gender: |
Which of the following categories includes your age? |
Which of the following best represents your political preference? |
||||||
Female |
Male |
Under 35 |
35 - 49 |
50 - 64 |
65 or older |
Democrat |
Republican |
Neither / Independent |
|
A |
B |
C |
D |
E |
F |
G |
H |
I |
|
None |
70 13.16% |
109 23.29% |
69 17.38% |
57 15.0% |
46 24.08% |
7 21.88% |
56 17.72% |
42 15.0% |
56 20.36% |
Once |
66 12.41% |
56 11.97% |
48 12.09% |
42 11.05% |
27 14.14% |
5 15.63% |
38 12.03% |
36 12.86% |
30 10.91% |
2 - 3 times |
144 27.07% |
121 25.85% |
105 26.45% |
107 28.16% |
47 24.61% |
6 18.75% |
72 22.78% |
83 29.64% |
84 30.55% |
4 - 5 times |
112 21.05% |
93 19.87% |
94 23.68% |
71 18.68% |
29 15.18% |
11 34.38% |
69 21.84% |
56 20.0% |
53 19.27% |
6 or more times |
140 26.32% |
89 19.02% |
81 20.4% |
103 27.11% |
42 21.99% |
3 9.38% |
81 25.63% |
63 22.5% |
52 18.91% |
Total |
532 |
468 |
397 |
380 |
191 |
32 |
316 |
280 |
275 |
Mean |
3.35 |
2.99 |
3.18 |
3.32 |
2.97 |
2.94 |
3.26 |
3.22 |
3.05 |
Median |
3.0 |
3.0 |
3.0 |
3.0 |
3.0 |
3.0 |
3.0 |
3.0 |
3.0 |
SD |
1.34 |
1.42 |
1.36 |
1.37 |
1.46 |
1.32 |
1.42 |
1.33 |
1.37 |
Significance |
B |
A |
|
E |
D |
|
|
|
|
Significance Tests Between Columns: Lower case: p<.05 and Upper case: p<.01 |
|
|||||||||
Coupon you found online |
|||||||||
|
|||||||||
|
Please indicate your gender: |
Which of the following categories includes your age? |
Which of the following best represents your political preference? |
||||||
Female |
Male |
Under 35 |
35 - 49 |
50 - 64 |
65 or older |
Democrat |
Republican |
Neither / Independent |
|
A |
B |
C |
D |
E |
F |
G |
H |
I |
|
None |
138 25.94% |
130 27.78% |
111 27.96% |
86 22.63% |
58 30.37% |
13 40.63% |
76 24.05% |
74 26.43% |
85 30.91% |
Once |
69 12.97% |
81 17.31% |
68 17.13% |
56 14.74% |
23 12.04% |
3 9.38% |
51 16.14% |
44 15.71% |
34 12.36% |
2 - 3 times |
127 23.87% |
119 25.43% |
93 23.43% |
91 23.95% |
52 27.23% |
10 31.25% |
76 24.05% |
68 24.29% |
66 24.0% |
4 - 5 times |
81 15.23% |
67 14.32% |
55 13.85% |
64 16.84% |
26 13.61% |
3 9.38% |
46 14.56% |
42 15.0% |
46 16.73% |
6 or more times |
117 21.99% |
71 15.17% |
70 17.63% |
83 21.84% |
32 16.75% |
3 9.38% |
67 21.2% |
52 18.57% |
44 16.0% |
Total |
532 |
468 |
397 |
380 |
191 |
32 |
316 |
280 |
275 |
Mean |
2.94 |
2.72 |
2.76 |
3.01 |
2.74 |
2.38 |
2.93 |
2.84 |
2.75 |
Median |
3.0 |
3.0 |
3.0 |
3.0 |
3.0 |
2.5 |
3.0 |
3.0 |
3.0 |
SD |
1.48 |
1.4 |
1.44 |
1.45 |
1.44 |
1.34 |
1.45 |
1.44 |
1.45 |
Significance |
b |
a |
d |
c, e, f |
d |
d |
|
|
|
Significance Tests Between Columns: Lower case: p<.05 and Upper case: p<.01 |
Coupon you received directly by email |
|||||||||
|
|||||||||
|
Please indicate your gender: |
Which of the following categories includes your age? |
Which of the following best represents your political preference? |
||||||
Female |
Male |
Under 35 |
35 - 49 |
50 - 64 |
65 or older |
Democrat |
Republican |
Neither / Independent |
|
A |
B |
C |
D |
E |
F |
G |
H |
I |
|
None |
157 29.51% |
158 33.76% |
129 32.49% |
103 27.11% |
69 36.13% |
14 43.75% |
98 31.01% |
78 27.86% |
94 34.18% |
Once |
65 12.22% |
72 15.38% |
64 16.12% |
42 11.05% |
26 13.61% |
5 15.63% |
37 11.71% |
45 16.07% |
37 13.45% |
2 - 3 times |
114 21.43% |
105 22.44% |
88 22.17% |
83 21.84% |
41 21.47% |
7 21.88% |
71 22.47% |
56 20.0% |
62 22.55% |
4 - 5 times |
79 14.85% |
65 13.89% |
48 12.09% |
68 17.89% |
25 13.09% |
3 9.38% |
46 14.56% |
46 16.43% |
37 13.45% |
6 or more times |
117 21.99% |
68 14.53% |
68 17.13% |
84 22.11% |
30 15.71% |
3 9.38% |
64 20.25% |
55 19.64% |
45 16.36% |
Total |
532 |
468 |
397 |
380 |
191 |
32 |
316 |
280 |
275 |
Mean |
2.88 |
2.6 |
2.65 |
2.97 |
2.59 |
2.25 |
2.81 |
2.84 |
2.64 |
Median |
3.0 |
3.0 |
3.0 |
3.0 |
3.0 |
2.0 |
3.0 |
3.0 |
3.0 |
SD |
1.52 |
1.44 |
1.46 |
1.5 |
1.47 |
1.35 |
1.51 |
1.48 |
1.47 |
Significance |
B |
A |
D |
C, E, F |
D |
D |
|
|
|
Significance Tests Between Columns: Lower case: p<.05 and Upper case: p<.01 |
Cross Tabulation of Data for Education and Income:
How many times in the past six months have you used / redeemed the following? |
|||||||||
|
|||||||||
Coupon you received in the mail |
|||||||||
|
|||||||||
|
What is the highest level of education you have completed? |
What is your total annual household income before taxes? |
|||||||
High school or less |
Some college or Associate degree |
4 year college degree / Bachelor's |
Graduate degree / Master's / PhD |
Under $35,000 |
$35,000 to $49,999 |
$50,000 to $74,999 |
$75,000 to $99,999 |
$100,000 or more |
|
A |
B |
C |
D |
E |
F |
G |
H |
I |
|
None |
33 17.19% |
79 18.59% |
42 14.95% |
14 14.43% |
57 28.22% |
29 13.81% |
44 15.66% |
18 11.69% |
15 12.61% |
Once |
23 11.98% |
45 10.59% |
26 9.25% |
6 6.19% |
26 12.87% |
18 8.57% |
27 9.61% |
12 7.79% |
14 11.76% |
2 - 3 times |
54 28.13% |
110 25.88% |
76 27.05% |
29 29.9% |
46 22.77% |
54 25.71% |
91 32.38% |
42 27.27% |
28 23.53% |
4 - 5 times |
24 12.5% |
72 16.94% |
48 17.08% |
21 21.65% |
31 15.35% |
30 14.29% |
45 16.01% |
31 20.13% |
23 19.33% |
6 or more times |
58 30.21% |
119 28.0% |
89 31.67% |
27 27.84% |
42 20.79% |
79 37.62% |
74 26.33% |
51 33.12% |
39 32.77% |
Total |
192 |
425 |
281 |
97 |
202 |
210 |
281 |
154 |
119 |
Mean |
3.27 |
3.25 |
3.41 |
3.42 |
2.88 |
3.53 |
3.28 |
3.55 |
3.48 |
Median |
3.0 |
3.0 |
3.0 |
3.0 |
3.0 |
4.0 |
3.0 |
4.0 |
4.0 |
SD |
1.44 |
1.44 |
1.4 |
1.34 |
1.49 |
1.41 |
1.36 |
1.33 |
1.38 |
Significance |
|
|
|
|
F, G, H, I |
E, g |
E, f, h |
E, g |
E |
Significance Tests Between Columns: Lower case: p<.05 and Upper case: p<.01 |
Coupon you found in a newspaper or magazine |
|||||||||
|
|||||||||
|
What is the highest level of education you have completed? |
What is your total annual household income before taxes? |
|||||||
High school or less |
Some college or Associate degree |
4 year college degree / Bachelor's |
Graduate degree / Master's / PhD |
Under $35,000 |
$35,000 to $49,999 |
$50,000 to $74,999 |
$75,000 to $99,999 |
$100,000 or more |
|
A |
B |
C |
D |
E |
F |
G |
H |
I |
|
None |
37 19.27% |
91 21.41% |
42 14.95% |
11 11.34% |
65 32.18% |
39 18.57% |
39 13.88% |
20 12.99% |
14 11.76% |
Once |
13 6.77% |
35 8.24% |
28 9.96% |
9 9.28% |
18 8.91% |
19 9.05% |
25 8.9% |
10 6.49% |
11 9.24% |
2 - 3 times |
46 23.96% |
90 21.18% |
62 22.06% |
24 24.74% |
44 21.78% |
40 19.05% |
69 24.56% |
30 19.48% |
28 23.53% |
4 - 5 times |
30 15.63% |
67 15.76% |
41 14.59% |
19 19.59% |
31 15.35% |
24 11.43% |
49 17.44% |
28 18.18% |
21 17.65% |
6 or more times |
66 34.38% |
142 33.41% |
108 38.43% |
34 35.05% |
44 21.78% |
88 41.9% |
99 35.23% |
66 42.86% |
45 37.82% |
Total |
192 |
425 |
281 |
97 |
202 |
210 |
281 |
154 |
119 |
Mean |
3.39 |
3.32 |
3.52 |
3.58 |
2.86 |
3.49 |
3.51 |
3.71 |
3.61 |
Median |
3.5 |
3.0 |
4.0 |
4.0 |
3.0 |
4.0 |
4.0 |
4.0 |
4.0 |
SD |
1.49 |
1.53 |
1.45 |
1.35 |
1.54 |
1.54 |
1.4 |
1.4 |
1.37 |
Significance |
|
|
|
|
F, G, H, I |
E |
E |
E |
E |
Significance Tests Between Columns: Lower case: p<.05 and Upper case: p<.01 |
|
|||||||||
Coupon you found/received in a store |
|||||||||
|
|||||||||
|
What is the highest level of education you have completed? |
What is your total annual household income before taxes? |
|||||||
High school or less |
Some college or Associate degree |
4 year college degree / Bachelor's |
Graduate degree / Master's / PhD |
Under $35,000 |
$35,000 to $49,999 |
$50,000 to $74,999 |
$75,000 to $99,999 |
$100,000 or more |
|
A |
B |
C |
D |
E |
F |
G |
H |
I |
|
None |
33 17.19% |
86 20.24% |
47 16.73% |
11 11.34% |
54 26.73% |
32 15.24% |
49 17.44% |
13 8.44% |
22 18.49% |
Once |
24 12.5% |
52 12.24% |
35 12.46% |
11 11.34% |
29 14.36% |
28 13.33% |
34 12.1% |
16 10.39% |
13 10.92% |
2 - 3 times |
48 25.0% |
113 26.59% |
77 27.4% |
26 26.8% |
54 26.73% |
53 25.24% |
78 27.76% |
41 26.62% |
30 25.21% |
4 - 5 times |
38 19.79% |
89 20.94% |
53 18.86% |
25 25.77% |
34 16.83% |
40 19.05% |
59 21.0% |
42 27.27% |
23 19.33% |
6 or more times |
49 25.52% |
85 20.0% |
69 24.56% |
24 24.74% |
31 15.35% |
57 27.14% |
61 21.71% |
42 27.27% |
31 26.05% |
Total |
192 |
425 |
281 |
97 |
202 |
210 |
281 |
154 |
119 |
Mean |
3.24 |
3.08 |
3.22 |
3.41 |
2.8 |
3.3 |
3.17 |
3.55 |
3.24 |
Median |
3.0 |
3.0 |
3.0 |
4.0 |
3.0 |
3.0 |
3.0 |
4.0 |
3.0 |
SD |
1.4 |
1.39 |
1.38 |
1.28 |
1.4 |
1.39 |
1.37 |
1.23 |
1.42 |
Significance |
|
d |
|
b |
F, G, H, I |
E |
E, H |
E, G |
E |
Significance Tests Between Columns: Lower case: p<.05 and Upper case: p<.01 |
Coupon you found online |
|||||||||
|
|||||||||
|
What is the highest level of education you have completed? |
What is your total annual household income before taxes? |
|||||||
High school or less |
Some college or Associate degree |
4 year college degree / Bachelor's |
Graduate degree / Master's / PhD |
Under $35,000 |
$35,000 to $49,999 |
$50,000 to $74,999 |
$75,000 to $99,999 |
$100,000 or more |
|
A |
B |
C |
D |
E |
F |
G |
H |
I |
|
None |
60 31.25% |
131 30.82% |
60 21.35% |
15 15.46% |
85 42.08% |
61 29.05% |
67 23.84% |
27 17.53% |
18 15.13% |
Once |
28 14.58% |
63 14.82% |
48 17.08% |
11 11.34% |
31 15.35% |
37 17.62% |
44 15.66% |
18 11.69% |
15 12.61% |
2 - 3 times |
45 23.44% |
98 23.06% |
70 24.91% |
31 31.96% |
39 19.31% |
48 22.86% |
88 31.32% |
37 24.03% |
27 22.69% |
4 - 5 times |
22 11.46% |
62 14.59% |
47 16.73% |
17 17.53% |
24 11.88% |
18 8.57% |
35 12.46% |
37 24.03% |
28 23.53% |
6 or more times |
37 19.27% |
71 16.71% |
56 19.93% |
23 23.71% |
23 11.39% |
46 21.9% |
47 16.73% |
35 22.73% |
31 26.05% |
Total |
192 |
425 |
281 |
97 |
202 |
210 |
281 |
154 |
119 |
Mean |
2.73 |
2.72 |
2.97 |
3.23 |
2.35 |
2.77 |
2.83 |
3.23 |
3.33 |
Median |
3.0 |
3.0 |
3.0 |
3.0 |
2.0 |
3.0 |
3.0 |
3.0 |
3.0 |
SD |
1.49 |
1.45 |
1.41 |
1.34 |
1.41 |
1.5 |
1.37 |
1.38 |
1.38 |
Significance |
D |
c, D |
b |
A, B |
F, G, H, I |
E, H, I |
E, H, I |
E, F, G |
E, F, G |
Significance Tests Between Columns: Lower case: p<.05 and Upper case: p<.01 |
|
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Coupon you received directly by email |
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|
What is the highest level of education you have completed? |
What is your total annual household income before taxes? |
|||||||
High school or less |
Some college or Associate degree |
4 year college degree / Bachelor's |
Graduate degree / Master's / PhD |
Under $35,000 |
$35,000 to $49,999 |
$50,000 to $74,999 |
$75,000 to $99,999 |
$100,000 or more |
|
A |
B |
C |
D |
E |
F |
G |
H |
I |
|
None |
70 36.46% |
150 35.29% |
73 25.98% |
20 20.62% |
91 45.05% |
75 35.71% |
78 27.76% |
32 20.78% |
28 23.53% |
Once |
25 13.02% |
55 12.94% |
43 15.3% |
12 12.37% |
33 16.34% |
23 10.95% |
43 15.3% |
23 14.94% |
10 8.4% |
2 - 3 times |
38 19.79% |
91 21.41% |
68 24.2% |
22 22.68% |
35 17.33% |
46 21.9% |
70 24.91% |
31 20.13% |
27 22.69% |
4 - 5 times |
22 11.46% |
56 13.18% |
47 16.73% |
19 19.59% |
22 10.89% |
22 10.48% |
43 15.3% |
31 20.13% |
22 18.49% |
6 or more times |
37 19.27% |
73 17.18% |
50 17.79% |
24 24.74% |
21 10.4% |
44 20.95% |
47 16.73% |
37 24.03% |
32 26.89% |
Total |
192 |
425 |
281 |
97 |
202 |
210 |
281 |
154 |
119 |
Mean |
2.64 |
2.64 |
2.85 |
3.15 |
2.25 |
2.7 |
2.78 |
3.12 |
3.17 |
Median |
3.0 |
3.0 |
3.0 |
3.0 |
2.0 |
3.0 |
3.0 |
3.0 |
3.0 |
SD |
1.53 |
1.49 |
1.43 |
1.45 |
1.39 |
1.55 |
1.43 |
1.46 |
1.5 |
Significance |
D |
D |
|
A, B |
F, G, H, I |
E, H, I |
E, h, i |
E, F, g |
E, F, g |
Significance Tests Between Columns: Lower case: p<.05 and Upper case: p<.01 |
