SW Florida Online!

According to City rewards network, an online direct marketing and media company, online coupon users
come from larger households than regular coupon users. These online coupon users spend 30% more on
weekly restaurant and grocery expenditures than regular users. (internet retailer, 2002). Another study by Forrester
Research reported that online coupon users may be less brand loyal than non-users. When asked how
they typically choose products, E-coupon users stated that they get the lowest priced (brand), while nonusers
said they get their usual brand.” (SW Florida Rewards.com)
Online Coupons—Direct mailings to consumers are relatively expensive to execute. A low-cost option which
is also highly flexible and has the ability to target certain consumers is the use of online coupons. Delivery of
coupons through existing online coupon service firms like SW Florida Rewards websites can be inexpensive and
distribution to the market can happen within days of planning rather than weeks or months for methods using
printed media.
While costs to deliver coupons online may be very low, the number of consumers accessing those coupons is
much lower than traditional methods. A Research study reported that only about 38% of U.S. online
households use Internet coupons (Cityrewardsnetwork.com). “When asked how coupons downloaded from the
Internet compared with coupons garnered from off-line sources, 54% of respondents said it was harder to find
coupons online unless it was a site they would frequent often.”
The Online Coupon User
The online coupon user may be somewhat younger than the non-user. Consumers age 51-65 are
significantly less likely to be online users than consumers age 22-35. Those consumers whose household
income is $25K-$64,999 are more likely to be users. Online coupon users are also more likely than nonusers
to be online in other respects, to receive an online newspaper and to shop online. They may be
more likely to read promotional material in the mail, but they are less likely to read promotions in the
papers. Although they more frequently look in newspapers for specials, this is the only active,
participatory economizing behavior. They will stock up on a bargain if they see it.