Wealthier consumers oust less affluents in coupon usage


According to a new survey from digital coupon provider Coupons.com, consumers with an income of $100,000 or more are among the most likely to use 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. In addition, more than three in four adults (77%) who have used coupons in the past six months live in metro areas.

Another most important insight that came out of thae survey is that couponing is not tied to the 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. 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 Coupons.com, CEO Steven Boal

Following a leveling-off period from 2006-08, coupon redemptions grew by 27% in 2009, according to analysis by The Nielsen Company. According to NCH Marketing. Internet redemption was a major driver of this growth, increasing 263% in 2009.

 

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