Burst Media, (www.BurstMedia.com) recently released the results of a survey administered to more than 4,500 women 18 years or older. The survey was designed to better understand consumers’ use of the Internet for household purchases, including the use of coupons. In addition to finding that 34% of respondents are using coupons more frequently today than they were six months ago, the survey also uncovered that nearly 70% (69.4%) of respondents would print and redeem an Internet coupon for a product they would be interested in purchasing.  Although the Sunday newspaper is still the primary source of coupons for 29.2% of respondents (down from 35.3% in 2002), the survey revealed a substantial increase in the use of the Web for coupons – rising from a 3.8% reading in 2002 to 16.0% today. Other media cited as a respondents’ primary source of coupons include in-store circulars (14.9%), mail packs/direct mail (13.5%), weekday newspapers (8.3%), in-store dispensers (5.4%) and magazines (2.2%).  Additionally, the survey found that Internet coupons are particularly effective in attracting consumers’ attention. Three-quarters (75.2%) of women 35-54 years indicated they would print and redeem an Internet coupon – this compares to 62.2% of women 18-34 years and 67.7% of women 55 years and older.  “The use of the Internet as a source for coupons has soared,” said Chuck Moran, VP of Marketing for Burst Media. “The advantage of Internet coupons over their paper counterparts is that advertisers can more finely target their offers – whether through content, geographic or even behavioral targeting. Additionally, the immediacy and ability to measure performance on the Internet allow marketers to run last minute promotions and react to changing market conditions.”

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