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Borrell Associates/Presslaff Interactive Deals and Coupons Survey
Borrell Associates Inc, Oct 2011
In August and September 2011, Presslaff Interactive Revenue and Borrell Associates conducted a nationwide study on how local businesses and consumers view coupons and deals programs. The survey garnered more than 39,000 consumer responses and over 700 responses from SMBs. The results are included in this report, which offers dozens of charts and graphics detailing the findings. This timely research offers insights into not only what local businesses and consumers are thinking, but also what the future holds for couponing and deals programs.
Embarking on the most comprehensive survey to date on coupons and deals programs, Borrell Associates and Presslaff Interactive worked through 125 media companies to reach down into local markets to gauge on consumer and advertiser opinions. The surveys were conducted between August 1 and September 9, 2011, and garnered 39,040 responses from consumers and 729 from local advertisers across 114 US markets.
In short, consumers LOVE coupons and deals, and advertisers are getting new customers from them. Consumers' largest source of coupons is still newspapers, but email is not far behind. Store circulars and regular mail are also significant sources of coupons. When it comes to the popular 'deals' programs, 91% said they want more and 74% said they had signed up for three or more programs. Advertisers are seeing a benefit in deals programs. On average, 45% of the redemptions are from 'new' customers. More than 80% of the businesses surveyed said they had not yet participated in a deals program. Only 20% said they're not satisfied with the programs being offered by local media companies in their markets, while more than 30% said they were dissatisfied with Groupon.
This research document features the full set of findings in the form of more than 40 charts and graphics detailing both the advertiser and consumer results. It contains a ZIP file including fifty-two pages of charts and graphs in PDF format, an executive summary of the research and two sets of data in XLS spreadsheet format.
PLEASE NOTE - Buyers need to ensure they receive the complete package of four files when ordering, i.e. two PDF documents and two spreadsheet documents.
PLEASE NOTE - A VIDEO WEBINAR OF THIS REPORT IS ALSO AVAILABLE - PLEASE SEE LINK BELOW.
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Borrell Associates/Presslaff Interactive Deals and Coupons Survey: Audio Conference
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