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Burst Media Study Reveals Increase in Consumer Coupon Usage.

Nearly 70% of Women Would Print & Redeem a Relevant Internet Coupon

BURLINGTON, Mass. -- Burst Media, (, a leading provider of advertising representation, services and technology to independent Web Publishers, today released the results of a survey administered to more than 4,500 women 18 years or older. The survey was designed to better understand consumers' use of the Internet for household purchases, including the use of coupons. In addition to finding that 34% of respondents are using coupons more frequently today than they were six months ago, the survey also uncovered that nearly 70% (69.4%) of respondents would print and redeem an Internet coupon for a product they would be interested in purchasing.

Although the Sunday newspaper is still the primary source of coupons for 29.2% of respondents (down from 35.3% in 2002), the survey revealed a substantial increase in the use of the Web for coupons - rising from a 3.8% reading in 2002 to 16.0% today. Other media cited as a respondents' primary source of coupons include in-store circulars (14.9%), mail packs/direct mail (13.5%), weekday newspapers (8.3%), in-store dispensers (5.4%) and magazines (2.2%).

Additionally, the survey found that Internet coupons are particularly effective in attracting consumers' attention. Three-quarters (75.2%) of women 35-54 years indicated they would print and redeem an Internet coupon - this compares to 62.2% of women 18-34 years and 67.7% of women 55 years and older.

"The use of the Internet as a source for coupons has soared," said Chuck Moran, VP of Marketing for Burst Media. "The advantage of Internet coupons over their paper counterparts is that advertisers can more finely target their offers - whether through content, geographic or even behavioral targeting. Additionally, the immediacy and ability to measure performance on the Internet allow marketers to run last minute promotions and react to changing market conditions."

To view the full copy of Burst's Online Insights report on consumer spending online please visit

About Burst Media

An online media and technology company founded in 1995, Burst Media ( is a leading provider of advertising representation, services and technology to independent Web Publishers. Burst Media enables advertisers to reach finely segmented, engaged consumers as they visit Burst's extensive number of interest-based sub-channels. Through its Burst Network and Burst Direct units, the company represents one of the broadest and deepest offerings of interest-based websites online. Burst also markets its ad management platform, adConductor[TM], which empowers content websites, online ad networks, and web portals to manage the complete process of ad sales and service. Burst Media is headquartered in Burlington, Massachusetts, with offices throughout the United States and in London, UK. For more information, visit or call 781.272.5544.
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Publication:Business Wire
Date:Apr 2, 2009
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