• by Erik Sass , December 6, 2010

A new study of coupon redemption by MARC Research for the Newspaper National Network shows that coupons that appear within newspapers (run of press) are redeemed more often than freestanding inserts, the tabloid-format circulars that typically appear in weekend editions. They are also more effective at getting consumers to try new products, switch brands, or trade up to a more expensive product

The MARC-NNN survey found that consumers who redeem ROP coupons tend to be heavy coupon users overall, redeeming about twice as many coupons as consumers who redeem other kinds of coupons. They redeem an average 59.8 in the last six months, versus just 30.3 for consumers who redeem other types of coupons.

Seventy-four percent of ROP coupon redeemers used coupons to try a new product, versus 60% of consumers who redeemed other types of coupons. They also generate more brand-specific shopping behavior, with 34% of ROP redeemers specifying brand names on their shopping lists, as opposed to 22% for shoppers who redeem other types of coupons.

Some 59% of ROP coupon redeemers use the coupons to buy a more expensive product, versus 47% for other coupon users. Interestingly, younger adults (ages 25-34) are more likely to use coupons to try new products or switch brands than older consumers. Overall, 91% of adults in the 25-34 age group use newspaper coupons.

Jason E. Klein, NNN president and CEO, summarized the findings: "Newspaper ROP coupon users are "seekers" -- they use a lot of coupons, they are more likely to use them to try new products or brands, and they are more prone to make lists of specific brand purchases before heading to the store."

The new study comes as print coupons face fierce new competition from digital coupons.

Earlier this year, for example, Coupons.com said the total volume of coupons redeemed from the Coupons.com network reached $858 million in 2009 -- up from about $320 million in 2008 and $140 million in 2007, for a total increase of over 500% in just two years.

Overall, 45 million consumers used digital coupons in 2009 -- up almost 20% from 38 million in 2008. Of this group, 13.1 million are exclusive digital coupon users, meaning they don't clip coupons from the newspaper -- up about 39% from 9.4 million in 2008.

However, print coupons still dominate, with freestanding insert coupons accounting for 50% of total redemptions by dollar value in 2009, versus 9.8% for Internet coupons, 6.2% for direct mail, 22.7% for handouts, and 11.3% for other, according to data from Valassis.