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American bargain hunters still look for deals in print

The recession has spurred many American shoppers to seek out savings, cut out coupons and compare prices before entering a store with
intent to purchase. Although these savvy shoppers are turning to the internet to share coupons and comparison shop, the majority of Americans surveyed still find newspaper and magazine advertising most helpful when they are seeking out bargains. However, while the majority is still turning to print advertising, members of younger demographics are much more likely to look for bargains online. A correlation also exists between level of education and an inclination to look to internet advertising to learn about discounts or bargains. This information can be leveraged to target internet advertising that emphasizes savings to a younger, more educated demographic.

Source: eMarketer, Febrary 2, 2009
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