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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.

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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  • 1. Mom Study 2014 What Moms Really Think About Coupons 02.17.14
  • 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. 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. Mom Study 2014 What Moms Really Think About Coupons Ethnicity Asian   Hispanic   American   8%   4%   Mixed   4%   Black   16%   White   68%  
  • 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. 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. 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. 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. 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. 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. Mom Study 2014 What Moms Really Think About Coupons How do you prefer to receive coupons?
  • 12. Mom Study 2014 What Moms Really Think About Coupons 84% Email 83% Mail
  • 13. Mom Study 2014 What Moms Really Think About Coupons 70% Newspaper 48% Text Message
  • 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. 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. 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. 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. Mom Study 2014 What Moms Really Think About Coupons Which discount networks do you belong to?
  • 19. Mom Study 2014 What Moms Really Think About Coupons 76% Groupon 59% LivingSocial
  • 20. Mom Study 2014 What Moms Really Think About Coupons 53% Amazonlocal 46% Restaurant.com
  • 21. Mom Study 2014 What Moms Really Think About Coupons 24% Google Offers 20% Gilt
  • 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. 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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