Print Coupons Top Digital Among Moms

Inserts/Coupons

January 30, 2014 -- Per a study of over 2,200 moms, print ads (78%) and supermarket circulars (65%) take the lead when it comes to how mothers find coupons; in addition, 55% of respondents say they often get coupons online, too.
 

Source:  Womensforum.com, 2014

The Supermarket Moms Survey by Womensforum.com finds 79% of moms surveyed go supermarket shopping once a week or more. 

A majority (89%) of supermarket-shopping moms are regularly influenced by coupons to try new food and drink products.

When it comes to new product discovery through advertising, print circulars lead the way:
 

Question How do you learn about new food/drink products that are sold at your supermarket? (check all that apply) 
 

• Circulars from your local supermarket - 65%

• Word of mouth from family/friends - 51%

• Ads in newspapers - 47%

• Online ads (including blogs) - 46%

• Radio/TV Ads - 40%

• Social media - 33%

• Online articles/reviews - 27%

• Newspaper articles/reviews - 23%

• Radio features/reviews - 13%

About: Fielded in December 2013, 2,243 respondents completed the Womensforum.com Supermarket Moms Survey. Each participant met the requirements of being a mother who has at least one child still living at home, and primarily does her food shopping at a supermarket. The study was conducted across the Womensforum.com family of sites, which reaches a worldwide audience of over 51 million.

Source:  Womensforum.com, Supermarket Moms Survey, accessed Jan. 30, 2014