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With hundreds of free printable coupons from familiar consumer
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pons.com Digital
Coupon Network in
2010, Representing 41 Percent Growth
Mountain View, Calif. – February 8, 2011 – Following recent
research demonstrating coupon distribution in the U.S. increased
6.8 percent in 2010 and that more coupons were distributed during
the year than ever before, Coupons.com Incorporated today issued
its Digital Coupons Trends Report for 2010, releasing data about
consumer use of digital coupons aggregated from the Coupons.com
digital coupon network. As the largest digital coupon network on
the Web, comprised of Coupons.com as well as thousands of independen
t partners, the Coupons.com network is representative of the digital
coupon industry overall. The Trend Report indicates that more than
$1.2 billion in digital coupons savings was issued in 2010, representing
a 41 percent growth over the year before. Compared to growth metrics for
coupons distributed in newspapers of 7 percent, digital coupons
dramatically outpaced the growth of their newspaper counterparts, approximately 6 to 1.2 The report also
includes data on user demographics, popular coupon categories
and top couponing U.S. cities. Also announced today is Coupons.com
Incorporated’s business report for 2010 titled “Coupons.com Issues
More than $1.2 Billion in Digital Coupon Savings in 2010; New
Consumer Products and Expanded Distribution, Staff and Offices
Enable Growth.” “Online savings as an industry is growing at
a frenzied pace, and the digital coupons space is no exception.”
said Steven Boal, CEO of Coupons.com Incorporated. “More and
more consumers are making digital coupons a part of their
shopping routine, accessing them across the entire digital
domain—including the Web, in social media, with consumer
electronics, via their mobile phones, etcetera. At the same time,
brand marketers are increasingly engaging with consumers
via digital offers, wanting to influence shoppers throughout
their path to purchase.” 2010 User Demographics: Coupons
are High Brow! Recent data shows that users of digital coupons
have higher household incomes and are better educated than users
of newspaper coupons and the general population overall, dispelling
the perceived low-brow stigma of couponing. The consumer who
prints digital coupons has an average household income of $105,000,
a 26 percent higher income level than the U.S average. 36 percent
of those who use digital coupons have a college degree, compared
to 28 percent of those who use newspaper coupons and 26 percent
of the general populace.3 Interestingly, adults with household
income of over $100,000 are twice as likely to have redeemed
coupons printed from an online source than adults with household
income less than $35,000.4 Also, adults with college degrees are
almost twice as likely to have used coupons in the prior six months
as those who didn’t graduate from high school.5Coupon Usage by
Product Category: Cereal Leads the Way Cereal was by far
the most popular coupon category in 2010, followed by Yogurt
(No. 2), Refrigerated Dough (No. 3), Portable Snacks (No. 4), and
Vegetables (No. 5). Baby Products: Other, including bottles,
car seats and diaper pails, also topped the list at No. 6, followed
by Soup (No. 7), Air, Rug & Fabric Care (No. 8), Cheese (No. 9)
and Lunch Meats (No. 10). 
Table 1: Top Categories (Text version of table is provided below) Increasingly,
consumers are taking advantage of mobile devices to access, print and save
coupons. The top categories for coupons accessed via mobile applications,
including Coupons.com and Grocery iQ, are Ready to Eat Cereal (No. 1), Yogur
t (No. 2), Refrigerated Dough (No. 3), Portable Snacks (No. 4), Vegetables (No. 5),
Air, Rug & Fabric Care (No. 6), Baby Needs: Other (No. 7), Dinner: Multi-Serve
(No. 8), Lunch Meats (No. 9), and Nutritional Snacks (No. 10). 
Table 2: Top Categories
Accessed via Mobile Apps (Text version of table is provided below.) Coupon
Usage by City: Atlanta Holds Its Own For the second year in a row,
Atlanta takes the top spot on the Most Frugal U.S. Cities list for 2010,
according to Coupons.com’s Savings Index.6 On average, regular users
of Coupons.com in Atlanta printed or saved to a loyalty card more than
$1000.00 dollars in coupon savings from the site in 2010. That is almost
twice the amount of savings in 2009, during which time Coupons.com
users printed or saved to loyalty card $531 in savings. The Top 20
couponing cities for 2010 are Atlanta (No. 1), Tampa (No. 2), Cincinnati
(No. 3), St. Louis (No. 4), Minneapolis (No. 5), Charlotte (No. 6), Nashville
(No. 7), Cleveland (No. 8), Pittsburgh (No. 9), Raleigh (No. 10), Kansas City
(No. 11), Washington DC (No. 12), Miami (No. 13), Dallas (No. 14), Oklahoma City
(No. 15), Boston (No. 16), Denver (No. 17), Seattle (No. 18), Columbus (No. 19),
and Wichita (No. 20). The South is big on savings: more than one-third of the
top 20 frugal cities are in the Southern region of the United States. Once again
, Ohio is the country’s most frugal state. The Buckeye state is represented three
times in the top 20. North Carolina is Ohio’s biggest challenger, with two cities
in the top 10. Seattle advanced the most, up 5 positions, to the No. 18 spot on the
list. 
Table 3: Top
20 Frugal U.S. Cities (Text version of table is provided below.) Coupon access
via mobile device varies by city regardless of their position on the overall
Most Frugal Cities List. Savers in Oklahoma City, New Orleans, Las Vegas
and Philadelphia are quick to look to their mobile device to maximize savings
and advance on the On-the-Go list relative to their position on the Most Frugal
U.S. Cities list, while Minneapolis, Cleveland and Seattle were lower on the
On-the-Go list relative to their position on the Most Frugal U.S. Cities list.
Top 20 Most On-the-Go Frugal Coupon Cities are Atlanta (No. 1), Tampa (No. 2),
St. Louis (No. 3), Cincinnati (No. 4), Oklahoma City (No. 5), Dallas (No. 6),
Charlotte (No. 7), Pittsburgh (No. 8), Tulsa (No. 9), Miami (No. 10),
Minneapolis (No. 11), Washington DC (No. 12), Nashville (No. 13),
Raleigh (No. 14), Wichita (No. 15), Kansas City (No. 16), New Orleans
(No. 17), Cleveland (No. 18), Denver (No. 19), and Memphis (No. 20). 
Table 4: Top
Frugal U.S. Cities – Mobile (Text version of table is provide below.)
Increased Consumer Interest: Coupons Speak Up in the
Consumer Vernacular Representing over 16 percent of the
U.S. population, more than 49 million American consumers are
now using online coupons, up from 45 million in 2009.7 Of the 49
million online coupon users, almost one-third (14.8 million)
has not read or looked into the Sunday newspaper within the
prior six months, a 13 percent increase over 13.1 million in
20088. Research also indicates 73 percent of all U.S. shoppers
have used online printable Web coupons to date9. Additionally,
reflective of trends in the consumer vernacular, Internet queries
for coupons and related terms increased significantly on search
engines during the year. Specifically, searches on Google for
“Digital Coupons” and “Printable Coupons” increased 200 and
170 percent, respectively10. Outlook for Digital Coupons
Weak economic conditions have been a primary factor driving
the use of coupons overall. U.S. consumers appear to have an
insatiable desire for deals and savings, as is evident by the
increased popularity of the broad range of saving offers, such
as digital coupons, daily deals, flash buying and online
coupon codes. Consumer interest in savings is expected to
remain steadfast regardless of economic recovery signs, with
many reports predicting that buyer behavior around savings
is here to stay. In fact, research consistently shows that even
when economic conditions improve, 8 out of 10 U.S. adults plan
to continue to engage in couponing activities11.
In addition,
food prices are predicted to rise during 2011, putting pressure
on consumer budgets while, at the same time, driving manufacturers
to use creative vehicles to move product off the shelves. Other factors
influencing the growth of digital coupons include increased InternET
and mobile adoption by consumers, increased comfort with technology
by mainstream consumers, and decreasing reach of traditional newspapers.
Digital coupons are expected to continue to show up in new places across
the digital domain, including social media, consumer electronics, home
appliances and in-store kiosks and shopping carts. In the longer term,
with changes expected at point-of-sale checkout with new technologies
like RFID (radio frequency identification) and NFC (near field communications)
and increased use of mobile apps, coupons will be saved to mobile devices and
redeemed without the actual scanning of the mobile screen. U.S. penetration
of smart phones is expected to exceed basic phones (i.e. “feature” phones) in by
the end of 201112. “With the continuing weakened economy, growing online
and mobile access by consumers, an increasingly deals-oriented society and
rising food prices, we expect consumers will increasingly look to digital
coupons as an effective means to cut costs and save money,” said Boal.
“We will continue to be aggressive in delivering coupons at every turn
across the digital landscape—especially social media—and continue to
innovate with digital coupon solutions to connect brands with shoppers
throughout their path to purchase.” Data not otherwise cited is Coupons.com
internal data. 1. NCH Marketing Services Inc., Coupon Facts Report, 2011; 6.8
percent increase represents 332 billion coupons distributed in 2010 2, Kanta
r Media, Press Release, January 5, 2011 3. Simmons Market Research,
Summer 2010 4. Survey conducted by Harris Interactive on behalf of
Coupons.com. All data collection was done by telephone within the
United States from March 5-8, 2010. 5. Survey conducted by Harris
Interactive on behalf of Coupons.com. All data collection was done
by telephone within the United States from March 5-8, 2010. 6. Savings
Index ranks cities (with a population of 300,000 or more) based on each
city’s total printed coupon savings on Coupons.com and the Coupons.com
network in 2010 relative to its population size. With an index of 997, Atlanta
residents are ten times more likely to print coupon savings than the average
American city dweller, as shown in Table 3. 7. Simmons Market Research,
Summer 2010 and Summer 2009 8. Simmons Market Research, Summer 2010
and Summer 2009 9. In-Store Marketing Institute, Clicking Through the Path
to Purchase: Best Practices in Digital Shopper Marketing, conducted by
Catapult and Ipsos OTX, September 1, 2010 10. Google Insights for Search
, for U.S. searches during the period beginning January 3, 2010 and
ending January 1, 2011 11. Survey conducted by Harris Interactive on
behalf of Coupons.com. All data collection was done by telephone
within the United States from March 5-8, 2010. 12. Nielsen, nielsenwire
blog, March, 26, 2010
|
Category
|
Rank
|
| Ready to Eat Cereal | 1 |
| Yogurt | 2 |
| Refrigerated Dough | 3 |
| Portable Snacks | 4 |
| Vegetables | 5 |
| Baby Products: Other | 6 |
| Soup | 7 |
| Air, Rug & Fabric Care | 8 |
| Cheese | 9 |
| Lunch Meats | 10 |
Table 1: Top Categories
|
Category
|
Rank
|
| Ready to Eat Cereal | 1 |
| Yogurt | 2 |
| Refrigerated Dough | 3 |
| Portable Snacks | 4 |
| Vegetables | 5 |
| Air, Rug & Fabric Care | 6 |
| Baby Products: Other | 7 |
| Dinner: Multi-Serve | 8 |
| Lunch Meats | 9 |
| Nutritional Snacks | 10 |
Table 2: Top Categories Accessed via Mobile Apps
| 2010 Rank | Change Since 2009 | City | State | Savings Index |
| 1 | — | Atlanta | GA | 997 |
| 2 | — | Tampa | FL | 569 |
| 3 | — | Cincinnati | OH | 497 |
| 4 | — | St. Louis | MO | 420 |
| 5 | — | Minneapolis | MN | 329 |
| 6 | ↑ 1 | Charlotte | NC | 303 |
| 7 | ↓ 1 | Nashville | TN | 291 |
| 8 | — | Cleveland | OH | 289 |
| 9 | — | Pittsburgh | PA | 250 |
| 10 | ↑ 1 | Raleigh | NC | 235 |
| 11 | ↓ 1 | Kansas City | MO | 233 |
| 12 | ↑ 3 | Washington | DC | 207 |
| 13 | ↓ 1 | Miami | FL | 202 |
| 14 | ↑ 4 | Dallas | TX | 198 |
| 15 | ↓ 2 | Oklahoma City | OK | 198 |
| 16 | ↓ 4 | Boston | MA | 192 |
| 17 | — | Denver | CO | 170 |
| 18 | ↑ 5 | Seattle | WA | 153 |
| 19 | ↑ 1 | Columbus | OH | 147 |
| 20 | ↓ 1 | Wichita | KS | 146 |
Table 3: Top 20 Frugal U.S. Cities
| 2010 Rank | City | State | Savings Index |
| 1 | Atlanta | GA | 906 |
| 2 | Tampa | FL | 531 |
| 3 | St. Louis | MO | 490 |
| 4 | Cincinnati | OH | 374 |
| 5 | Oklahoma City | OK | 363 |
| 6 | Dallas | TX | 282 |
| 7 | Charlotte | NC | 280 |
| 8 | Pittsburgh | PA | 246 |
| 9 | Tulsa | OK | 241 |
| 10 | Miami | FL | 238 |
| 11 | Minneapolis | MN | 235 |
| 12 | Washington | DC | 232 |
| 13 | Nashville | TN | 226 |
| 14 | Raleigh | NC | 222 |
| 15 | Wichita | KS | 219 |
| 16 | Kansas City | MO | 214 |
| 17 | New Orleans | LA | 198 |
| 18 | Cleveland | OH | 196 |
| 19 | Denver | CO | 177 |
| 20 | Memphis | TN | 165 |
Table 4: Top Frugal U.S. Cities – Mobile
