Study finds digital coupon use up 59.9%

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Minneapolis—The number of digital coupons offered to manufacturer customers increased 59.9% for the year-to-date period ended Sept. 30, compared with the year-earlier period, according to a new report from research company Kantar Media .

In addition, the number of manufacturers engaged in digital couponing also increased. Kantar reported that 267 manufacturers distributed digital coupon offers in the first nine months of this year, an increase of 23% over the 217 manufacturers that were active in the year-earlier period.

While digital coupon activity is growing, it currently makes up only about 1% of all couponing, as marketers learn to measure customer engagement and other performance metrics, the company said.

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