SOURCE: RevTrax

RevTrax

August 28, 2012 12:00 ET

RevTrax® Study Reveals How Demographics Impact Digital Coupon Conversion Data

Spanning Millions of Digital Coupons, Study Demonstrates Coupon Activation Rates by Location, Income, Age, Education and Other Key Demographics

NEW YORK, NY--(Marketwire - Aug 28, 2012) - RevTrax®, the leading omnichannel promotions platform that empowers brands and retailers to securely drive and measure in-store sales through any digital marketing channel, today announced the results of a four month study of digital coupon activations across its roster of hundreds of brand and retail customers. By assigning real-world metrics to digital coupons that are used exclusively to drive in-store sales, the study reveals important insights that brands and retailers can utilize to improve online consumer engagement activities.

The study cross-referenced aggregated, non-identifiable digital coupon activation data from millions of digital coupons issued by RevTrax clients between January and April of 2012, with a host of demographic data, including location, income, age, household, education, political affiliation and employmenti.

Among the study's findings:

Earning power boosts digital coupon performance: On average, a 10% increase in median income yields a 1.59% increase in digital coupon activation rates for retail coupons in urban counties. Increased median income also correlates with higher activation rates for retail coupons when compared to CPG coupons (whether urban or rural).

Older customers are more likely to embrace digital coupons: On average, a 10% increase in median age yields a 2.49% increase in activation rates for retail coupons in urban counties. Increased median age also correlates with higher activation rates for retail coupons when compared to CPG coupons (whether urban or rural).

Women in urban areas continue to outpace men with digital coupon usage: On average, a 10% increase in the number of males per 100 females yields an 11.86% decrease in the activation rate for retail coupons in urban counties and a decrease of 2.46% in activation rates for CPG coupons in urban counties.

College-educated consumers activate more digital coupons (urban counties): On average, a 10% increase in bachelor's degree percentage yields a 0.70% increase in activation rate for retail coupons in urban counties and an extra 0.18% increase in activation rate for CPG coupons in urban counties.

Employed consumers activate more CPG digital coupons: On average, a 10% increase in unemployment rate yields 0.46% decrease in activation rate for both CPG coupons in urban counties and CPG coupons in rural counties.

Millennials use fewer retail digital coupons: On average, a 10% increase in people ages 15 to 24 resulted in a 1.20% decrease in activation rate for retail coupons in urban counties and a 1.35% decrease in activation rate for retail coupons in rural counties.

"The data we're releasing today illustrates digital's ability to provide brands and retailers with more precise and detailed insight into the relationship between coupons and consumer behavior than traditional direct marketing has provided over the last several decades," said Jonathan Trieber, co-founder and CEO, RevTrax. "Marketers have begun to realize that digital advertising should not be aligned just with ecommerce marketing budgets, but also with brick & mortar budgets, especially given that 90% of retail sales still take place offline."

RevTrax's full digital coupon study can be accessed at www.RevTrax.com/DemoStudy2012.pdf.

About RevTrax
RevTrax is an omnichannel promotions platform that empowers brands and retailers to securely drive and measure in-store sales through any digital marketing channel. RevTrax provides security and measurement for mobile, printable, and online promotions executed across email, search, social, display, mobile and other digital channels. Founded in 2006, RevTrax is headquartered in New York City. Visit RevTrax online at www.revtrax.com or call 1-866-996-TRAX (8729).

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©RevTrax 2012 All rights reserved.

i Demographic data was obtained from publicly available sources and was on an aggregate, non-identifiable basis by U.S. county. The activation data was cross-referenced on an aggregated, non-personally identifiable county by county basis.

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