Mom Study 2014: Coupons

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BuzzMG reached out to thousands of Moms to discuss how they find and use coupons in their day-to-day lives.

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Mom Study 2014: Coupons

  1. 1. Mom Study 2014 What Moms Really Think About Coupons 02.17.14
  2. 2. Mom Study 2014 What Moms Really Think About Coupons Who was Involved? Composed based on data from 1.1.2014 – 1.22.2014 730 Participants 3,000 Panelists 100% Female Buzz Marketing Group’s Mom Study 2014 is based on qualitative and quantitative research conducted with more than 700 momSpotters® throughout the United States during the month of January, 2014. This report is available for download at www.buzzmg.com/reports. Survey fielded online 21-30 31-39 40-49 50-55 Ages 21-55 23% 26% 39% 12%
  3. 3. Mom Study 2014 What Moms Really Think About Coupons Location NY   16%   Rest  of  USA   40%   CA   14%   IL   9%   GA   6%   PA   FL   5%   4%   TX   6%  
  4. 4. Mom Study 2014 What Moms Really Think About Coupons Ethnicity Asian   Hispanic   American   8%   4%   Mixed   4%   Black   16%   White   68%  
  5. 5. Mom Study 2014 What Moms Really Think About Coupons Marital Status Divorced   10%   Single   8%   DaOng   2%   In  a   relaOonship   13%   Married   67%  
  6. 6. Mom Study 2014 What Moms Really Think About Coupons Education Doctorate   2%   Masters   Degree   14%   Bachelors   Degree   34%   High  school   diploma   27%   Associates   Degree   23%  
  7. 7. Mom Study 2014 What Moms Really Think About Coupons Employment Unemployed   4%   A  full-­‐Ome   home  maker   24%   A  student   2%   Self-­‐ employed   7%   Working   part-­‐Ome   16%   Working  full-­‐ Ome   47%  
  8. 8. Mom Study 2014 What Moms Really Think About Coupons Household Income 39%   17%   21%   12%   6%   5%   0%   Less  than   $8,000   $8,000  -­‐   $33,000   $33,000-­‐   $82,000  -­‐   $170,000  -­‐     More  than   I  don't   $82,000   $170,000   $370,000   $370,000   want  to   specify  
  9. 9. Mom Study 2014 What Moms Really Think About Coupons How often do you use coupons? 57%   25%   12%   6%   Daily   Weekly   Monthly   When  Needed  
  10. 10. Mom Study 2014 What Moms Really Think About Coupons For which of the following do you use coupons? Household  Goods  95%   Dining  88%   Beauty  87%   Entertainment  77%   Fashion  71%   Technology  57%   Travel  53%  
  11. 11. Mom Study 2014 What Moms Really Think About Coupons How do you prefer to receive coupons?
  12. 12. Mom Study 2014 What Moms Really Think About Coupons 84% Email 83% Mail
  13. 13. Mom Study 2014 What Moms Really Think About Coupons 70% Newspaper 48% Text Message
  14. 14. Mom Study 2014 What Moms Really Think About Coupons Do you use your mobile device to access coupons while you are in a store? 73%   27%   Yes   No  
  15. 15. Mom Study 2014 What Moms Really Think About Coupons Would you be more likely to buy something if part of the proceeds go to charity? 72%   28%   Yes   No  
  16. 16. Mom Study 2014 What Moms Really Think About Coupons Would you share your number with a brand to receive coupons via text? 77%   23%   Yes   No  
  17. 17. Mom Study 2014 What Moms Really Think About Coupons I would try a new product if the discount was: 36%   31%   19%   5%   10%   9%   20%   30%   Buy  one,  get   one  free   Free  
  18. 18. Mom Study 2014 What Moms Really Think About Coupons Which discount networks do you belong to?
  19. 19. Mom Study 2014 What Moms Really Think About Coupons 76% Groupon 59% LivingSocial
  20. 20. Mom Study 2014 What Moms Really Think About Coupons 53% Amazonlocal 46% Restaurant.com
  21. 21. Mom Study 2014 What Moms Really Think About Coupons 24% Google Offers 20% Gilt
  22. 22. Mom Study 2014 What Moms Really Think About Coupons Key Findings 82%  of  Moms  use  coupons  weekly  and  25%  use  them  daily   95%  of  Moms  use  coupons  on  household  goods  followed  by   Dining(88%)  and  Beauty(87%)   84%  of  Moms  prefer  to  receive  coupons  via  email   73%  of  Moms  use  their  mobile  device  to  access  coupons  in  the  store   76%  of  Moms  use  Groupon  
  23. 23. Contact Us Buzz Marketing Group 132 Kings Highway East Suite 202 Haddonfield, NJ 08033 856.433.8579 Fax: 856.520.8581 www.buzzmg.com

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