Mom Study 2014

02.17.14

What Moms Really Think About Coupons

Who was Involved?

Buzz Marketing Group’s Mom Study 2014 is based on qualitative and quantitative research conducted with more than 700 momSpotters® throughout the United States during the month of January, 2014. This report is available for download at www.buzzmg.com/reports.

Composed based on data from 1.1.2014 – 1.22.2014

730 Participants 3,000 Panelists

100% Female

Survey fielded online

Ages 21-55 21-30 23% 31-39 26% 40-49 39% 50-55 12%

What Moms Really Think About Coupons

Mom Study 2014

Location

What Moms Really Think About Coupons

Mom Study 2014

NY  16%  

CA  14%  

IL  9%  

TX  6%  FL  

4%  PA  5%  

GA  6%  

Rest  of  USA  40%  

Ethnicity

What Moms Really Think About Coupons

Mom Study 2014

White  68%  

Black  16%  

Asian  American  

4%  

Hispanic  8%  

Mixed  4%  

Marital Status

What Moms Really Think About Coupons

Mom Study 2014

Single  8%  

DaOng  2%  

In  a  relaOonship  

13%  

Married  67%  

Divorced  10%  

Education

What Moms Really Think About Coupons

Mom Study 2014

High  school  diploma  27%  

Associates  Degree  23%  

Bachelors  Degree  34%  

Masters  Degree  14%  

Doctorate  2%  

Employment

What Moms Really Think About Coupons

Mom Study 2014

Unemployed  4%  

Working  part-­‐Ome  

16%  

Working  full-­‐Ome  47%  

Self-­‐employed  

7%  

A  student  2%  

A  full-­‐Ome  home  maker  

24%  

Household Income

What Moms Really Think About Coupons

Mom Study 2014

Less  than  $8,000  

$8,000  -­‐  $33,000  

$33,000-­‐  $82,000  

$82,000  -­‐  $170,000  

$170,000  -­‐    $370,000  

More  than  $370,000  

I  don't  want  to  specify  

6%  

17%  

39%  

21%  

5%  

0%  

12%  

How often do you use coupons?

What Moms Really Think About Coupons

Mom Study 2014

Daily   Weekly   Monthly   When  Needed  

25%  

57%  

12%  6%  

For which of the following do you use coupons?

What Moms Really Think About Coupons

Mom Study 2014

Household  Goods  95%  

Dining  88%  

Beauty  87%  

Entertainment  77%  

Fashion  71%  

Technology  57%  

Travel  53%  

How do you prefer to receive

coupons?

What Moms Really Think About Coupons

Mom Study 2014

What Moms Really Think About Coupons

Mom Study 2014

84% Email

83% Mail

What Moms Really Think About Coupons

Mom Study 2014

70% Newspaper

48% Text Message

Do you use your mobile device to access coupons while you are in a store?

What Moms Really Think About Coupons

Mom Study 2014

Yes   No  

73%  

27%  

Would you be more likely to buy something if part of the

proceeds go to charity?

What Moms Really Think About Coupons

Mom Study 2014

Yes   No  

72%  

28%  

Would you share your number with a brand to receive coupons via text?

What Moms Really Think About Coupons

Mom Study 2014

Yes   No  

77%  

23%  

I would try a new product if the discount was:

What Moms Really Think About Coupons

Mom Study 2014

10%   20%   30%   Buy  one,  get  one  free  

Free  

5%  9%  

19%  

31%  

36%  

Which discount networks do you

belong to?

What Moms Really Think About Coupons

Mom Study 2014

What Moms Really Think About Coupons

Mom Study 2014

76% Groupon

59% LivingSocial

What Moms Really Think About Coupons

Mom Study 2014

53% Amazonlocal

46% Restaurant.com

What Moms Really Think About Coupons

Mom Study 2014

24% Google Offers

20% Gilt

Key Findings

What Moms Really Think About Coupons

Mom Study 2014

82%  of  Moms  use  coupons  weekly  and  25%  use  them  daily  

95%  of  Moms  use  coupons  on  household  goods  followed  by  Dining(88%)  and  Beauty(87%)  

84%  of  Moms  prefer  to  receive  coupons  via  email  

73%  of  Moms  use  their  mobile  device  to  access  coupons  in  the  store  

76%  of  Moms  use  Groupon  

Buzz Marketing Group 132 Kings Highway

East Suite 202 Haddonfield, NJ 08033

856.433.8579 Fax: 856.520.8581

www.buzzmg.com

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