Per a study of over 2,200 moms, print ads (78%) and supermarket circulars (65%) take the lead when it comes to how mothers find coupons; in addition, 55% of respondents say they often get coupons online, too.
The Supermarket Moms Survey by Womensforum.com finds 79% of moms surveyed go supermarket shopping once a week or more.
A majority (89%) of supermarket-shopping moms are regularly influenced by coupons to try new food and drink products.
When it comes to new product discovery through advertising, print circulars lead the way:
Question How do you learn about new food/drink products that are sold at your supermarket? (check all that apply)
- Circulars from your local supermarket – 65%
- Word of mouth from family/friends – 51%
- Ads in newspapers – 47%
- Online ads (including blogs) – 46%
- Radio/TV Ads – 40%
- Social media – 33%
- Online articles/reviews – 27%
- Newspaper articles/reviews – 23%
- Radio features/reviews – 13%
About: Fielded in December 2013, 2,243 respondents completed the Womensforum.com Supermarket Moms 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.
Source: Womensforum.com, Supermarket Moms Survey, accessed Jan. 30, 2014