Online Coupon Redemption Rate

Online coupons, as we’ve previously discussed, are growing considerably.  This growth is most certainly driven by the current economy; however, don’t expect it to go away after the economy recovers.  Consumers are getting into the habit now to Google for coupons before heading to the mail.  Marketers can use this new behavior to their advantage by driving those consumers to specific products and offers.

One thing to note, as illustrated in this data point from eMarketer, is that online coupons redeem at a much higher rate than printed coupons.  This is because the consumer is proactivily seeking out and printing an online coupon that often requires the consumer to install software to print the coupon.  When you build your budgets keep this in mind.