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2008 Printable Coupon Consumer Pulse Coupons Inc. & Simmons Market Research BureauApril 25, 2008

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Research Objectives

Confirm the demographic of the online coupon printer

Understand why shoppers use online coupons Understand where online coupon printers prefer to find

coupons

Confirm the marketing benefit of adding coupons to adbanners, e-mails, etc.

Explore consumer attitudes re. online coupons

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Internet Use Climbs

Source: Pew Internet & American Life Project; Newspaper Association of America

Online Penetration

Newspaper Readership

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Coupon User Shift

Coupon Users(149M)

Online

(26M)

OnlineOnly(3M)

Uses Both(23M)

Y2005

Coupon Users(148M)

Online(33M)

OnlineOnly(4M)

Uses Both(29M)

Y2007

Newspaper share eroding as online couponing increases Online couponing represents 22.4% market penetration in 2007

Newspaper(96M)

Newspaper(92M)

Source: Simmons Market Research Bureau

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Online Coupon Growth

Online coupon usage continues to grow now accounting for 22.4% of coupon market penetration

Source: Simmons Market Research Bureau

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SMRB National Panel Desirable Demographics

36 % of online coupon printers have children under the age of 18 in their household Online couponing reaching larger and wealthier households

Source: Simmons Market Research Bureau Fall 2007 Na;onal Consumer Survey

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Age

47% of online coupon printers between 22 and 44 years old (28% more thannewspaper FSI clippers)

Online coupon printers 40% less likely than newspaper FSI clippers to be over 60 yearsold (and 33% less likely than general adult population)

Source: Simmons Market Research Bureau Fall 2007 Na;onal Consumer Survey

Ages 22 to 44 Ages 60 and Older

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Reasons for Using Coupons

88% use coupons to save money on brands they usually buy Almost half use coupons to try new products

Q: Why do you use coupons? Select all that apply.

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Where Do You Typically Go to Find Coupons?

Majority of respondents find coupons in multiple locations

Q: Where do you typically find coupons? Select all that apply.

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Where Do You Go to Get Printable Coupons?

Majority (43%) of printable coupons accessed at general savings sites like Coupons.com Manufacturers promotional site is second (31.9%); followed closely by manufacturers

brand website and retailer sites (31.0% and 30.8% respectively)

Q: From which of the following sources do you obtain printable coupons? Select all that apply.

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Why Do You Go to Website or Subscribe to Newsletter?

Half (51%) of online coupon printers go to a manufacturer/retailers website or subscribe to a newsletter to find money saving coupons

Q: Why do you typically go to a website, manufacturerswebsite or subscribe to a manufacturers email newsletter? Select all that apply.

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Products Use Coupons For

74% of online coupon printers use coupons on frozen food products; 71% usecoupon on refrigerated foods

Q: Thinking about all types of coupons that you currently use,which types of products do you use coupons for? Select all that apply.

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Coupon Use and Intent

Q: For each type of product that you use coupons for, pleaseindicate whether you currently use printable coupons or whether you would like to use printable coupons in the future.

Enormous couponing upside still exists for most product categories Restaurants and Fast Food offer untapped promotional opportunities

74%71%

67% 65%

57% 58%54%

49%47%

42% 39%

32%

22%19%

16%18%

15%13% 12% 10%

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Time Spent Online in Past 7 Day

76% of online coupon printersspent at least one hour online inthe past 7 days

51% spent at least 5 hours onlinein the past 7 days

Q: How much time did you spend on the Internet for something other than email in the last 7 days?

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Time Spent Online in Past 7 Days

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Importance of Internet

60% of online coupon printers think the Internet is a very or extremely important sourcefor looking up product information

Over half (53%) thinks it is a very or extremely important source when shopping for non-food items

Q: Please indicate how important the Internet is to you as asource of information for each of the following items.

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Product Research

81% of online coupon printersresearch products or servicesonline before making an offlinepurchase

Only 6% say they never do so

Q: How often do you research products or services online prior to making an offline purchase decision?

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Online Research Method

59% of online coupon printers go directly to the manufacturers site to obtaininformation on products

Q: How do you research products online? Select all that apply.

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Agree: Products & Manufacturers with Online Coupon

58% of online coupon printers agree that products and manufacturers withonline coupons are more likely to come up with products they will use and enjoy

Q: Please indicate how much you agree with each statement.

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Email

73% of online coupon printersare more likely to open an emailif a coupon was offered

Only 9% are less likely to do so

Q: If you know there is a coupon offered in an email, are you?

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Banners or Search

64% of coupon printers statethey are likely to click on an adbanner or search listing to get acoupon

Only 14% are less likely to do so

Q: If you know there is a coupon available as a result of your clicking on an ad banner or search listing, are you?

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Relevance

86% of online coupon printersare likely to print and usecoupons that are relevant tocontent

Q: When you are viewing an article or content on a website,such as a recipe, and a coupon for something related to thecontent (e.g. a coupon for a recipe ingredient) is located withinthe article, how likely are you to print and use the coupon?

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Personal Info

77% of online couponprinters state the value of the coupon affects their willingness to providepersonal information

Q: When you are asked to provide personal information on awebsite to receive a coupon, how does the value of the offer affect your decision to provide this information?

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$1 vs. $2 Coupons

Q: Which of the following pieces of information would you supply in order to receive a $1 coupon and what informationwould you supply for a $2 coupon?

The value of the offer will dramatically affect a consumers willingness to provide information

For $1 coupon, more than half of online coupon printers were willing to give their email address anddemographics data

For $2 coupon, nearly two-thirds willing to give anything from email address to postal address

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Executive Summary

Online coupon printers skew younger, have larger households, and are wealthier and better educated than

the general population and newspaper FSI clippers. Over half of online coupon printers are more likely to

click on an ad banner or open an e-mail if it is enabledwith a coupon.

83% of online coupon printers are more likely to print acoupon if it is relevant to their reading content.

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77% of online coupon printers state the value of thecoupon affects their willingness to provide personal

information 81% of online coupon printers research products or

services online before making an offline purchase Enormous couponing upside still exists for most product

categories Half (51%) of online coupon printers go to a

manufacturer/retailers website or subscribe to anewsletter to find money saving coupons