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Harris Poll reveals consumers' coupon-hunting trends
January 21, 2010
More quick-service brands turned to couponing in 2009 to boost traffic during the recent slow periods, and brands that have historically couponed, such as Arby's, were hurt by the strategy. They may want to switch gears in 2010 and focus on media other than print, according to findings in a recent Adweek Media/Harris Poll. That research indicates that consumers ages 18 - 34, the core demographic for many QSR chains, are more likely to search online on for deals.
Print ads do still speak to many adults. According to the survey, almost one-quarter of adult Americans (23 percent) believe that newspaper and magazine advertisements are where they can find the best bargains. Just under one in five (18 percent) believe online advertisements are most likely to help them find the best bargains. More than one in 10 each say direct mail and catalogs (12 percent) and television commercials (11 percent) are where to look while just 2 percent say radio. And, one-third of Americans (34 percent) believe the type of ad makes no difference when they are looking for the best bargain.
These are some of the findings of a new Adweek Media/Harris Poll survey of 2,136 U.S. adults surveyed online between Dec. 14-16, 2009, by Harris Interactive.
Demographic differences
When looking for the best bargains, different age groups have different ideas of where to look. The survey's findings include:
- Those 18–34 years old are more likely to say online ads (22 percent) and television commercials (17 percent) are the best places to go while those 35–44 years old go online (26 percent).
- The older a person is, the more likely they are to use newspaper and magazine advertisements, as 24 percent of those 44–54 and one-third of those 55 and older (33 percent) say those are media most likely to help them find the best bargain.
- Women are slightly more likely than men to favor newspaper and magazine advertisements (24 percent vs. 22 percent) and say that direct mail and catalogs (14 percent vs. 11 percent) are more likely to help them find a bargain.
- Men are more likely to say online advertisements help them find a bargain (21 percent vs. 16 percent).
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