Demographics
Between the 21st and 24th of February 2013 500 people who had used coupons were selected to complete the survey. Furthermore, 250 of these people selected were feature phone users, and the other 250 smartphone users. All were aged 20 or older, but no further demographics were provided.
I relatively rarely use coupons. I have a small repertoire of restaurants I like to visit, so I already know which allow coupons. Specifically, Satoyama Dining gives me a 10% off coupon if I complete the questionnaire after eating, and Kamakura Pasta (branches everywhere) who occasionally send me three 10% off coupons, each with slight variations on my name spelling!
Research results
Read more on: coupon,mobile marketing data labo,smartphoneQ1: How much does the availability of a coupon affect your purchasing, ordering of new items? (Sample size=500)
Very much so 32.8% Somewhat so 52.8% Not really 10.8% Not at all 3.6% Q2: How much does the availability of a coupon affect your continuing purchasing, ordering of items? (Sample size=500)
Very much so 31.0% Somewhat so 54.6% Not really 10.6% Not at all 3.8% Q3A: Where do you learn about coupons from? (Sample size=250, feature phone users, multiple answer)
PC internet websites 70.8% Leaflets inserting into newspapers 51.6% Free papers 46.8% PC email newsletters 37.2% Mobile internet websites 26.0% Magazines 18.4% Direct mail 17.6% Shops, railway stations 17.6% Mobile phone email newsletters 15.6% Newspapers 13.6% Family 9.2% Friends 9.2% Mobile phone apps 8.8% Books 3.6% Television 3.2% In-train advertisements 0.8% Radio 0.0% Other 0.0% Q3B: Where do you learn about coupons from? (Sample size=250, smartphone users, multiple answer)
PC internet websites 67.6% Smartphone websites 56.0% Smartphone apps 51.2% Leaflets inserting into newspapers 45.2% Free papers 42.0% PC email newsletters 32.8% Mobile phone email newsletters 30.4% Direct mail 22.4% Shops, railway stations 19.6% Magazines 19.2% Newspapers 16.8% Friends 12.8% Family 11.6% Television 6.8% Books 6.0% In-train advertisements 3.6% Radio 3.2% Other 1.2% Q4A: From where do you get coupons that you use the most from? (Sample size=250, feature phone users)
PC internet sites 30.0% Leaflets inserting into newspapers 20.0% Mobile internet sites 11.2% Free papers 10.0% Shops, railway stations 6.8% Mobile phone apps 5.6% PC email newsletter 5.2% Direct mail 4.8% Mobile phone email newsletter 4.4% Newspapers 0.8% Magazines 0.8% Other 0.4% Q4B: From where do you get coupons that you use the most from? (Sample size=250, smartphone users)
Smartphone apps 24.4% Smartphone internet sites 23.2% PC internet sites 15.2% Leaflets inserting into newspapers 11.2% Free papers 10.0% PC email newsletter 4.4% Shops, railway stations 4.4% Smartphone email newsletter 4.0% Direct mail 1.2% Newspapers 0.8% Magazines 0.8% Other 0.4% The final question was for people who had had a coupon refused, or forgot to bring it, or otherwise couldn?t or didn?t use it.
Q5: Have you ever not bought something because you couldn?t use a coupon? (Sample size=360)
? Feature phones
N=172Smartphones
N=188Yes, have not bought something 52.9% 56.4% No, haven?t not bought something 47.1% 43.6%
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