Younger coupon users are more likely than their older counterparts to obtain coupons through social and mobile channels, according to [PDF] data released from a Google and Shopper Sciences report. While that’s a fairly unsurprising result, the study also shows that the age profile of an email coupon user is very similar to that of a direct mail coupon user.
The study asked coupon users to think of the shopping they had done in the prior 90 days and identify which sources they had used to obtain any type of coupon(s) in order to receive a dollar or percentage-off discount.
Segmenting the responses into 4 age groups, the study finds that among those who obtained coupons from the mail, 19% were aged 18-24 and 29% were aged 25-34. Those breakdowns were almost exactly the same as for those who had obtained coupons in emails, of whom 19% were aged 18-24 and 30% were aged 25-34. Read the rest at MarketingCharts.
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