|By PR Newswire||
|January 30, 2014 08:00 AM EST||
CHICAGO, Jan. 30, 2014 /PRNewswire/ -- An exclusive study of over 2,200 moms who primarily buy food for their family at supermarkets reveals that an overwhelming majority (89%) are regularly influenced by coupons to try new food and drink products. Conducted by the popular online community Womensforum.com, the "Womensforum.com Supermarket Moms Survey" also finds nearly half (49%) of grocery-seeking moms see it as a frequent occurrence.
"The power of the coupon hasn't faded in the digital era, but has taken on new life, as women search for savings across a range of channels," said Mark Kaufman, Founder and CEO, Womensforum.com. "The important role of the coupon in moms' lives is a cornerstone of Womensforum.com's own business, as the one of the largest distributors of digital print coupons in the U.S. We generated more than 50 million coupon downloads in 2013 alone, underscoring the numbers in this new study."
When it comes to what kinds of foodstuffs end up in their carts, coupons prompted the "Womensforum.com Supermarket Moms Survey" respondents to make more new product purchases down the snack food aisle (73%) than elsewhere in the store. But, the study shows that coupons still hold a great deal of sway beyond newfangled potato chips and pretzels, heavily inspiring moms to buy new products in other categories as well, including:
- Frozen food (72%)
- Cereal (62%)
- Beverages (57%)
- Dairy (55%)
- Breads/bakery (42%)
This balance shifts slightly depending upon the age of the mom in question, with those over 50 more inclined to purchase a new frozen food item rather than a new snack food.
Pointing to parity between digital and print discovery among supermarket-shopping moms, nearly half of those surveyed (46%) said that they learned about these new grocery products though online advertising – the same number that said they where exposed to new food and drink products through traditional newspaper advertising.
Hometown supermarket circulars and word-of-mouth (65% vs. 51%) are also deemed powerful tools for finding out about the latest products to hit the shelves. And, contributing to the impact of the latter, 33 percent said they heard about new food and beverage items through their social media circles.
Print media and supermarket circulars take the lead when it comes to finding coupons (78% vs. 65%), but more than half of those surveyed (55%) say they often get coupons online, with nearly four in 10 also uncovering them on food or frugal-living blogs that share cost-saving finds.
"Moms are tapping into a variety of sources in order to discover the latest and greatest products to put in their supermarket carts," added Kaufman. "Food and beverage marketers can only ignore digital at their peril, since it is clear that a healthy media mix is necessary in order to capture her attention, and ultimately win a coveted spot on her grocery shopping list."
To see the entire "Womensforum.com Supermarket Moms Survey" report, please visit www.womensforum.com/supermarketmoms.
Fielded in December 2013, 2,243 respondents completed this survey. Each participant met the requirements of being a mother who has at least one child still living at home, and primarily does her food shopping at a supermarket. The study was conducted across the Womensforum.com family of sites, which reaches a worldwide audience of over 51 million.
Founded in 1996, Womensforum.com (www.womensforum.com) was the first community of sites focused on women. Since then, it has cultivated a targeted, scalable audience of over 51 million globally that appeals to marketers looking to reach women where they spend time and engage online.
May. 25, 2016 04:00 PM EDT Reads: 1,174
May. 25, 2016 03:45 PM EDT Reads: 2,109
May. 25, 2016 02:45 PM EDT Reads: 1,426
May. 25, 2016 02:30 PM EDT Reads: 1,858
May. 25, 2016 02:15 PM EDT Reads: 2,121
May. 25, 2016 02:00 PM EDT Reads: 1,129
May. 25, 2016 01:45 PM EDT Reads: 930
May. 25, 2016 12:45 PM EDT Reads: 1,174
May. 25, 2016 11:00 AM EDT Reads: 847
May. 25, 2016 10:15 AM EDT Reads: 415
May. 25, 2016 09:45 AM EDT Reads: 1,709
May. 25, 2016 04:45 AM EDT Reads: 2,440
May. 25, 2016 04:15 AM EDT Reads: 3,052
May. 25, 2016 04:00 AM EDT Reads: 1,718
May. 24, 2016 06:00 PM EDT Reads: 4,684
May. 24, 2016 05:00 PM EDT Reads: 1,872
May. 24, 2016 04:00 PM EDT Reads: 2,383
May. 24, 2016 04:00 PM EDT Reads: 1,702
SYS-CON Events announced today the How to Create Angular 2 Clients for the Cloud Workshop, being held June 7, 2016, in conjunction with 18th Cloud Expo | @ThingsExpo, at the Javits Center in New York, NY. Angular 2 is a complete re-write of the popular framework AngularJS. Programming in Angular 2 is greatly simplified. Now it’s a component-based well-performing framework. The immersive one-day workshop led by Yakov Fain, a Java Champion and a co-founder of the IT consultancy Farata Systems and...
May. 24, 2016 02:00 PM EDT Reads: 3,884
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, will provide an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life ...
May. 24, 2016 01:30 PM EDT Reads: 1,789