Do you see a gradual phase to higher usage of digital coupons or a tipping point that accelerates the shift? You must be logged in to post a comment. The paper coupon is a visible reminder, whereas the electronic coupon remains inside a magical, wafer-thin smart device or inside a laptop that may be asleep. It is not unlike the effect that an elegant paper catalog has on the consumer.
The paper coupon may die a prolonged death before it disappears. Paper coupons are still favored by adults because of the comfort and familiarity of the use and redemption process.
Digital Coupon Redemptions to Surpass $90 billion by
Adults typically are not as digitally savvy as Millennials and digital natives. People of all ages will use the easiest means to get a lower price — this is simply a case of using the path of least resistance. Perhaps brands can further incent older adults to not fear the process and educate how to collect and redeem digital coupons? Truth be known that we like hanging on to our roots despite the benefits of technological conveniences.
Paper is something you can hold, touch and take your time to read.
However, we are gradually moving away from cash and paper. It took time for e-books to catch on, and they have yet there are those who still prefer holding a book and reading it. Time will eventually change the old habits as we embrace the new. Moreover, technology will continue to improve with more 3-D opportunities providing similar experiences to that of paper products.
I think 50 years from now children will be reading about the time when people used to use cash and paper coupons. Having watched an extreme couponer in action, it appears to be easier to have a physical coupon when using a multitude of them. Having coupons on your phone works when using just a few.
2017 Mobile Coupon Statistics
Old habits die hard. Other than Generation Alpha, every generation today could be a parent. I wonder if it has something to do with a preference for physical things in a physical world. The ergonomics are actually sometimes better with paper. A related example … if I need to speak with an agent at the airport I prefer a physical boarding pass. No waking the phone up, unlock codes, battery levels.
On the other hand, I really doubt there is a preference for physical coupons vs. Simplicity is important. Research needs to be highlighted that focuses on the human side of retail discounting. Although some data conflicts in the article, and although redemption has historically been low for paper coupons, they still seem to be very valuable to consumers of all ages. This will definitely continue to fade, though, as digital coupons become more convenient and intuitive for shoppers. Perhaps the coupon has to evolve beyond paper or phones.
2017 Coupon Statistics
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