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Mom Study 2014: Coupons

Date post: 05-Sep-2014
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BuzzMG reached out to thousands of Moms to discuss how they find and use coupons in their day-to-day lives.
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Mom Study 2014 02.17.14 What Moms Really Think About Coupons
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Page 1: Mom Study 2014: Coupons

Mom Study 2014

02.17.14

What Moms Really Think About Coupons

Page 2: Mom Study 2014: 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

Page 3: Mom Study 2014: Coupons

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%  

Page 4: Mom Study 2014: Coupons

Ethnicity

What Moms Really Think About Coupons

Mom Study 2014

White  68%  

Black  16%  

Asian  American  

4%  

Hispanic  8%  

Mixed  4%  

Page 5: Mom Study 2014: Coupons

Marital Status

What Moms Really Think About Coupons

Mom Study 2014

Single  8%  

DaOng  2%  

In  a  relaOonship  

13%  

Married  67%  

Divorced  10%  

Page 6: Mom Study 2014: Coupons

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%  

Page 7: Mom Study 2014: Coupons

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%  

Page 8: Mom Study 2014: Coupons

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%  

Page 9: Mom Study 2014: Coupons

How often do you use coupons?

What Moms Really Think About Coupons

Mom Study 2014

Daily   Weekly   Monthly   When  Needed  

25%  

57%  

12%  6%  

Page 10: Mom Study 2014: Coupons

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%  

Page 11: Mom Study 2014: Coupons

How do you prefer to receive

coupons?

What Moms Really Think About Coupons

Mom Study 2014

Page 12: Mom Study 2014: Coupons

What Moms Really Think About Coupons

Mom Study 2014

84% Email

83% Mail

Page 13: Mom Study 2014: Coupons

What Moms Really Think About Coupons

Mom Study 2014

70% Newspaper

48% Text Message

Page 14: Mom Study 2014: Coupons

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%  

Page 15: Mom Study 2014: Coupons

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%  

Page 16: Mom Study 2014: Coupons

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%  

Page 17: Mom Study 2014: Coupons

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%  

Page 18: Mom Study 2014: Coupons

Which discount networks do you

belong to?

What Moms Really Think About Coupons

Mom Study 2014

Page 19: Mom Study 2014: Coupons

What Moms Really Think About Coupons

Mom Study 2014

76% Groupon

59% LivingSocial

Page 20: Mom Study 2014: Coupons

What Moms Really Think About Coupons

Mom Study 2014

53% Amazonlocal

46% Restaurant.com

Page 21: Mom Study 2014: Coupons

What Moms Really Think About Coupons

Mom Study 2014

24% Google Offers

20% Gilt

Page 22: Mom Study 2014: Coupons

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  

Page 23: Mom Study 2014: Coupons

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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