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Coupons Have Most Direct Influence on Shopping

According to a recent consumer survey from National Retail Federation and BIG Research, measuring the impact of various media on consumer holiday shopping behavior, the following were the top media in terms of direct influence:

1.    Coupons
2.    Word of Mouth
3.    Advertising inserts
4.    TV
5.    Newspapers

Here’s the big, age-segmented chart:

big-picture

If you can’t see the chart, you can download the data here.

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This entry was posted on December 23, 2008 at 2:54 pm and is filed under Coupons, Traditional media. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

2 Responses to “Coupons Have Most Direct Influence on Shopping”

  1. Retailmenot Launches Local Coupons « Screenwerk Says:
    April 14, 2009 at 2:22 pm

    […] are extremely popular in the recession but also very effective for advertisers. And they help “close the loop” between online advertising and offline […]

  2. Online Coupon Forecast: $12.7B in 2010 « Screenwerk Says:
    December 11, 2009 at 2:33 am

    […] and deals have not entered a new phase of life online and in mobile and have been shown to have the most direct influence on consumer shopping behavior. According to Retrevo: “20% won’t buy a gadget this holiday season, without a deal or […]

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