Local businesses are spending more on promotions than advertising, per a recent report, and perhaps with good reason. According to recent survey results from Linkable Networks, 95% of consumers use coupons when they shop, including 30% who claim to do so every time they shop. And while the internet is turning into a prime source of coupons, inserts in the Sunday newspaper still rule the roost, with 78% of coupon users saying they typically find them there.
That suggests that the internet is being used as a complementary source for coupons, rather than as an alternative to traditional means: even while digital trends transform the marketing landscape, the Sunday paper remains tops among those identified, just as it did in a study almost 2 years ago. Of course, free-standing inserts are the dominant coupon distribution method, at an estimated 90% share of distribution by volume last year. Read the rest at eMarketer.