"A new study of coupon redemption by MARC Research for the Newspaper National Network shows that coupons that appear within newspapers (run of press) are redeemed more often than freestanding inserts, the tabloid-format circulars that typically appear in weekend editions. They are also more effective at getting consumers to try new products, switch brands, or trade up to a more expensive product
The MARC-NNN survey found that consumers who redeem ROP coupons tend to be heavy coupon users overall, redeeming about twice as many coupons as consumers who redeem other kinds of coupons. They redeem an average 59.8 in the last six months, versus just 30.3 for consumers who redeem other types of coupons.
Seventy-four percent of ROP coupon redeemers used coupons to try a new product, versus 60% of consumers who redeemed other types of coupons. They also generate more brand-specific shopping behavior, with 34% of ROP redeemers specifying brand names on their shopping lists, as opposed to 22% for shoppers who redeem other types of coupons.
Some 59% of ROP coupon redeemers use the coupons to buy a more expensive product, versus 47% for other coupon users. Interestingly, younger adults (ages 25-34) are more likely to use coupons to try new products or switch brands than older consumers. Overall, 91% of adults in the 25-34 age group use newspaper coupons.
A new study of coupon redemption by MARC Research for the Newspaper National Network shows that coupons that appear within newspapers (run of press) are redeemed more often than freestanding inserts, the tabloid-format circulars that typically appear in weekend editions. They are also more effective at getting consumers to try new products, switch brands, or trade up to a more expensive product
The MARC-NNN survey found that consumers who redeem ROP coupons tend to be heavy coupon users overall, redeeming about twice as many coupons as consumers who redeem other kinds of coupons. They redeem an average 59.8 in the last six months, versus just 30.3 for consumers who redeem other types of coupons.
Seventy-four percent of ROP coupon redeemers used coupons to try a new product, versus 60% of consumers who redeemed other types of coupons. They also generate more brand-specific shopping behavior, with 34% of ROP redeemers specifying brand names on their shopping lists, as opposed to 22% for shoppers who redeem other types of coupons.
Some 59% of ROP coupon redeemers use the coupons to buy a more expensive product, versus 47% for other coupon users. Interestingly, younger adults (ages 25-34) are more likely to use coupons to try new products or switch brands than older consumers. Overall, 91% of adults in the 25-34 age group use newspaper coupons."