Non-Food Marketers Grab Greater Share of Digital Coupon Space

  |  January 31, 2012   |  Comments

The number of digital coupon "events" increased by 12.3 percent in 2011.

As the digital coupon space continues to flourish, non-food marketers are increasing their share of the market, according to a new report from Kantar Media.

The number of digital coupon "events" increased by 12.3 percent in 2011, according to the report, with non-food marketers now accounting for 40.5 percent of the overall market. That's an increase of 8 percent over 2010.

Leading the non-food categories was personal care, which represented 15.2 percent of digital coupons in 2011. Healthcare was second with 8.5 percent, followed by household products with 6.7 percent. (Healthcare showed the greatest share increase with 3.7 points.)

Food continued to dominate the space, with dry groceries accounting for 32.4 percent, and refrigerated food 16.7 percent. But all five food categories decreased as a share of the market, with the greatest decrease belonging to dry grocery, with a drop of 4.6 percent.

Taken together with previous Kantar research, the report suggests that digital coupons may now be eating into the off-line coupon market: A study from earlier this month showed a 6.5 percent decrease in free-standing insert coupons during 2011.

"The increase in the number of manufacturers that are active in the digital space makes it even more important to monitor competitive promotion activity across all media," said David Hamric, general manager of Kantar Media Marx, in the report. "Clearly, the majority of manufacturers view digital coupons and FSI coupons as complementary promotion tactics. However, the additional one-third of manufacturers that only distribute digital coupons can impact shoppers as they develop their shopping lists and plan their shopping trips."

kantar-digital-coupons

Tags:

ClickZ Live San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...