Wealthier Consumers Use More Coupons

May 25, 2010

Consumers with an income of $100,000 or more are among the most likely to use coupons, according to a new survey from digital coupon provider Coupons.com.

Six in 10 Wealthy Consumers Have Used Coupons
Six out of 10 adults (61%) with a household income of $100,000 or more have redeemed a coupon in the past six months. Additionally, about four in 10 adults (39%) in this income bracket have redeemed coupons printed from an online source in the past six months, making them nearly twice as likely to do so as adults with a household income less than $35,000 (21%).


Educated, Metro Consumers Use Coupons
Adults with college degrees are almost twice as likely to have used coupons in the past six months as those who didn’t graduate from high school. The survey shows that this group of grads is also more likely to make a purchase specifically to redeem a coupon, visit a product’s website to get a coupon and search for coupons online.

In addition, more than three in four adults (77%) who have used coupons in the past six months live in metro areas.

Male Couponing Behavior Increases
Men are increasingly using coupons, according to study results. About one in two adult males (51%) have used a coupon in the past six months. Not only are they using coupons, but more than one-third of men (36%) responded that they even have a designated place to keep their coupons Men are also just as likely as women to spread information about coupons: 18% of men have told a friend about a coupon they found online.

Coupon Popularity Not Directly Tied to Economy
Although usage of coupons by wealthy and male consumers has increased during the current economic recession, overall, consumers plan to continue using them even if the economy improves.

Eighty percent of US adults plan to continue to engage in couponing activities, according to the survey findings. Coupons.com CEO Steven Boal said the increased access to coupons provided by digital and mobile devices has turned couponing into a learned behavior. “Frugal is the new black and couponing is here to stay,” said Boal.

Coupon Redemptions Grow 27%
Following a leveling-off period from 2006-08, coupon redemptions grew by 27% in 2009, according to analysis by The Nielsen Company.

After reaching a peak of 4.6 billion redemptions in 1999 (according to Inmar), annual coupon use by US consumers sank to a low of 2.6 billion for the three-year average ending in 2008. However, as a result of an historic economic recession, coupon redemptions in the US increased 27% to about 3.3 billion. This marks the second-highest year-over-year growth in coupon redemption ever recorded, according to NCH Marketing. Internet redemption was a major driver of this growth, increasing 263% in 2009.

About the Data: This survey was conducted by Harris Interactive on behalf of Coupons.com. All data collection was done by telephone within the United States from March 5-8, 2010 among 1,017 adults ages 18 and older. Results were weighted for age, sex, geographic region, and race where necessary to align them with their actual proportions in the population.

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