Online Canadians Very Interested in Downloading Online Coupons for Life's Necessities

Calgary, AB - A new study released by Ipsos Reid examining online coupons has found that online Canadians are interested in downloading coupons or money off deals from the Internet. In particular, high levels of interest are exhibited for those items that could be considered as more of a necessity. Over one-half of survey respondents stated that they would be 'extremely likely' or 'very likely' to download a coupon for gasoline (58%) or groceries (54%). These results are perhaps not that surprising given that for many online Canadians these two categories represent a large proportion of weekly expenditures and have increased rapidly in the past few years.

Other coupons that interest online Canadians include restaurants (44%), delivery (i.e. pizza) (38%) consumer electronics (35%), hotels (34%), and airlines (34%).

"This data highlights a potentially underused channel for online advertisers and marketers to get their special offers in front of the Canadian population," explains study author Mark Laver. "Having weekly shopping coupons available on a company website could potentially be a significant driver of visitors to the website and eventually draw consumers to the 'bricks and mortar' retail environment. Those companies who already have coupons on their websites may need to do a better job of making sure that online Canadians are aware of these offers."

Gender plays a role in two of the categories tested. Grocery coupons are significantly more popular among females (59% vs. 49%), while consumer electronic coupons are significantly more likely to be used by males (40% vs. 30%). However, outside of the staples of groceries and gasoline it is the younger generation of Internet users 18-34 and 35-54 who are more likely to show an interest in downloading coupons from the Internet.

Household income also has an effect on online Canadians' interest in Internet coupons. Those with household income greater than $40,000 are more interested in coupons for gasoline, restaurants, hotels, and airfares.

These are the findings of an Ipsos Reid syndicated study, the Inter@ctive Reid Report , fielded from 06/30 to 07/14, 2008. This online survey of 2711 Canadian adults was conducted via the Ipsos I-Say Online Panel, Ipsos Reid's national online panel. Results are based on a sample where quota sampling and weighting are employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data. Quota samples with weighting from the Ipsos online panel provide results that are intended to approximate a probability sample. An unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 1.9 percentage points, 19 times out of 20.

For more information on this news release, please contact:

Mark Laver
Associate Vice President
Ipsos Reid
Public Affairs
(403) 294-7393
[email protected]

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey- based market research group.

To learn more, please visit www.ipsos.com/en-ca.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.

In 2007, Ipsos generated global revenues of e927.2 million ($1.27 billion U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.

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