Post on 05-Sep-2014
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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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