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.

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

  1. Retailmenot Launches Local Coupons « Screenwerk Says:

    […] 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:

    […] 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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