• by June 22, 2001

FSI On The Web?

eMarketer's eAdvertising Report quotes Wirthlin Worldwide saying that 80% of internet users in the US ignore banner ads! But Cyber Dialogue found that online coupon downloaders are more receptive to banner ads than general internet users -- 46% compared to 39%, respectively. And this "coupon download" population is more likely to do a host of shopping and shopping-related activities online compared to their general internet user counterparts.

In a 2001 study, Cyber Dialogue finds that 14.9 million US adults, or one-fifth of the country's online population downloaded online coupons within the last three months. 57% of those who downloaded coupons wound up redeeming them. 48% redeemed coupons offline, while 24% did so over the internet.

According to the study, 94% of adult internet users in the US who download or "clip" coupons online have shopped on the internet, compared to 78% of the general online population. Cyber Dialgoue estimates that there are 84.9 million adults currently online in the US, and that 14.9 million have downloaded an e-coupon in the past three months.

Here's a comparison of shopping habits of general online population vs coupon downloaders (as a % of each):

  +-----------------------------+------------+-------------+  |                             |
General    | Coupon      |  |                             | Population | downloaders |  +-----------------------------+------------+-------------+  | Have shopped online         | 78%        | 94%
|  | Have made a purchase online | 42         | 59          |  | Have purchased offline      | 48         | 67          |  |   after shopping online     |            |             |  | Clicked on web
ads          | 49         | 68          |  | Have purchased an item      | 11         | 16          |  |   after seeing online ad    |            |             |  | Find banner ads helpful     | 39
| 46          |  +-----------------------------+------------+-------------+  Source: CyberDialogue   

And, looking at the income demographics of the US Coupon Clipper

  +-----------+--------+-------------+---------+  | HH Income | Online | Coupon      | Offline |  |           | Adults | downloaders | coupon  |  |           |        |
| users   |  +-----------+--------+-------------+---------+  |           |        |             |         |  | Under     | 33%    | 32%         | 49%     |  |   $40,000 |        |             |
|  | 40-74,999 | 38     | 41          | 32      |  | 75+       | 29     | 27          | 19      |  +-----------+--------+-------------+---------+  source: CyberDialogue, FSI Council of North
America,2001   

Read more at emarketer.com.