September 2011 -- Can watching TV save you money?
The Couponing trend and how it’s been affected by reality TV, technology, and the economy.
INSIGHT 1: Whether it’s inspiration or education, watching couponing shows helps consumers save!
Shoppers who watch coupon-related TV shows — 23% of the survey group — are 6 times more likely to save “more than $50” on major grocery shopping trips than shoppers who don’t. Only 1% of non-viewers reported saving this amount.
INSIGHT 2: Shoppers who watch coupon-related TV shows are 67% more likely to use coupons weekly when compared with non-viewers.
Coupon-related TV shows appear to also be increasing the popularity of coupons. 42% of those who watch coupons shows say they are using coupons more this year vs. a year ago, as compared to 27% of non-viewers.
INSIGHT 3: Shoppers who watch coupon-related shows are 3X more likely to use a smart phone to find coupons.
Overall, getting coupons from a smart phone is a pretty new concept — thus far only 14% of shoppers say they have tried this method to find grocery savings. Shoppers who watch coupon-related TV shows are more likely than non-viewers to have used their smart phones to find coupons.
WHAT ELSE INFLUENCES COUPON USE?
INSIGHT 4: Families with kids are more likely to access coupons on a mobile device.
66% of families with kids say they are using their mobile phones to find coupons vs. only 10% of families without kids. Age is another factor. 28% of shoppers aged 25 to 34 (the largest group) have used their phones to find coupons as compared to just 7% of adults aged 55 and older.
INSIGHT 5: Affluent families are more likely to be motivated to use coupons as incentives to try new products and by ‘satisfaction.’
What motivates households to use grocery coupons varies by income level? Middle to higher income families are most likely to be motivated by ‘satisfaction’ and incentives to “try new products.” Lower income shoppers are more motivated by cost savings and the fun of using coupons.
INSIGHT 6: The top five product coupons most appealing to consumers? Household items (used by 70%), packaged foods (70%), personal care/beauty products (67%), restaurants (56%), and meat/poultry (39%).
Runners-up among popular ‘coupons currently used’ are clothing/apparel (37%) and entertainment (37%).
INSIGHT 7: 62% of shoppers say they don’t use coupons “because there are not enough coupons for things I buy regularly.”
In an ideal world, shoppers say they’d prefer to receive all
encompassing coupons for a specific brand, such as 20% off all a
grocer’s private label products. 69% of families with kids would like to
find and use coupons by having them automatically added to their retail
loyalty cards, instead of printed coupons.
COUPONS IN A CLOUD Based on survey responses from 971 consumers.
About Allrecipes.com
Allrecipes, the world’s largest food site, receives 650 million annual visits from home cooks who discover and share food experiences through recipes, reviews, photos, profiles, and blog posts. For 14 years, the Seattle-based site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solutions and practical cooking tips. Allrecipes’ global, multiplatform brand provides insights into the kitchens and cooking passions of home cooks everywhere with 17 websites, 9 mobile apps, and 13 eBooks serving cooks in 23 countries and 11 languages. Allrecipes is part of Lifestyle Communities @ RDA, a division of The Reader’s Digest Association, Inc. For additional information regarding Allrecipes, please visit allrecipes.com.
Please Contact:
Stephanie Robinett
Director, Communications
206-708-9271
The Measuring Cup Report is derived by analyzing the
site behaviors and search data from more than 650 million annual visits to
Allrecipes.com, along with survey data from Allrecipes’ online surveys. Allrecipes’
Coupon Use Survey was conducted between August 1 and August 13, 2011, with 917 total
respondents.
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