Below you’ll find statistics and averages on both West Michigan and National consumers: who they are, how much they earn, and more. This will better serve you in knowing who is receiving and using your marketing materials, and also help in choosing who to target.
Coupon use remains high, according to Valassis. The demographic showing the most growth year after year is millennials— showing a 6.8% increase since 2016. 30% of consumers report an increase in their use of paper coupons for 2017, making it the most popular way to save in-store.
Many people are surprised to discover the demographics of the average coupon user– as studies and surveys have found, coupon users tend to be more affluent consumers with disposable income. This means that as a business offering discounts, you’re far more likely to target consumers with strong purchasing power.
So who’s seeing your marketing? It’s important to know your customers! We have a firm grasp on who and what West Michigan is all about, and we’d love to help you learn who your potential customers are.
We offer a variety of intelligent targeting options for businesses, based on our incredibly intricate demographic, geographic, and consumer data.
Valpak uses a robust and intelligent profiling and demographic system that allows our customers to target the consumers they want to reach, as well as tailor their ads separately depending on the mailing area. We maintain a database featuring a variety of data including Social Rank, Household Composition, Mobility, Age, Ethnicity, Urbanization, Housing, Income, and more.
Our profiling method goes beyond traditional demographic profiling (such as by age or income) to “cluster” characteristics together (i.e. Affluence and Urbanization) and also capture the “interaction” between those characteristics. For example, not all households should necessarily be scored the same, as urbanization and income may also play a key role in defining the best target households.