* 3.7 million (14%) Canadians are frequent coupon users.
* Frequent coupon users are more likely to be female (61%).
* 58% of them are between 25 and 54 years of age.
* Quebec stands out as the region with highest incidence (20%) of coupon users. Ontario and Atlantic Canada, on the other hand, are below average with 10% and 12% respectively.
* The average personal yearly income of frequent coupon users is similar to the national average of $30,000.
* 50% of the frequent coupon users simultaneously use mail flyers, flyers from community newspapers and flyers included in daily newspapers.
* The top five retail spending categories among frequent coupon users are: men’s clothing (80%), women’s clothing (79%), women’s shoes (69%), garden supplies (63%) and office (stationery) supplies (61%).
* The top three media for yesterday exposure against frequent coupon users are television (90%), radio (88%) and daily newspaper (58%).
* Looking at radio weekly reach, the top three formats among frequent coupon users are news/talk (22%), adult contemporary (20%) and country (9%).
* Their daily newspaper sectional readership focuses on local and regional news section (84%), front page (81%) and the movies/entertainment section (77%).
Source: BBM RTS Canada Fall ’03 / Spring ’04
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 55,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
