70% of shoppers prefer paper coupons

A recent study conducted by GfK Custom Research and News America Marketing indicates that 70 percent of shoppers still use printed coupons. In fact, free standing insert (FSI) coupons are redeemed eight times as often as digital coupons.

The study also found that consumers using paper coupons spend 8 percent more annually than those who prefer digital coupons.

"While consumers continue to adopt digital savings tools, this study reaffirms the value of the traditional print FSI," said Mark Peiser, VP of marketing research at News America Marketing. "When you look at the numbers, you can see that print coupon redemption rates still dominate consumer savings."

Even 63 percent of millennials, the digital generation, are reportedly using FSIs. With that said, a recent Anthem Marketing Solutions study showed that for many products, lower pricing was more prevalent online than in-store, 72 percent of the time versus 28 percent respectively. These results can be attributed to the fact that digital coupons tend to be applicable to the entire purchase basket, not just individual items.

However, the popularity of some digital coupon apps continues to grow. Target's (NYSE:TGT) Cartwheel is a prime example. The highly popular app gained 2 million new users during the holiday season alone and surpassed $1 billion in promotional sales since it launched.

For more:
-See this News America Marketing press release

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