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Print Coupons Top Digital Among Moms


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:, 2014

The Supermarket Moms Survey by 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) 


About: Fielded in December 2013, 2,243 respondents completed the 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 family of sites, which reaches a worldwide audience of over 51 million.

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