US coupon users say they're opportunists
Nearly one-third (29%) of US adults who ever use coupons say they are 'opportunists' and have no loyalty at all when it comes to shopping, instead only buying products that are available with coupons or daily deals, according to a survey by CouponCabin.
The study found that men are more likely to be opportunists compared to women, at 35% and 25%, respectively. But while most US adults who use coupons classify themselves as opportunists, the rest say they fall into the following categories:
- Seasoned professional: "I have been couponing for years and know all the tricks of the trade" (25%);
- Newbie: "I'm a coupon rookie who just realised the money-saving power of coupons" (19%);
- Extremist: "I don't pay full price for anything" (4%);
- None of the above (23%).
Overall, coupon usage is relatively high among US adults. Nearly all (95%) said they had used a coupon at some point, while 46% said they use coupons very often or often, 30% said they use them sometimes, and 18% said the use them rarely. Females had the highest instance of saying they use coupons very often or often (52%) compared to men (39%).
Some coupon users say they like to get creative: some 44% who use coupons said they have "stacked" coupons to achieve greater savings (where they use both a manufacturer and a store coupon on one item).
When it comes to the types of coupons used, among those adults who had used coupons, 55% said they use printed coupons more often, compared to 11% who said they use online coupons most often. More than one-third (34%) said they use both types equally. A higher number of those aged 18-34 said they used online coupons (21%), compared to only 4% of those aged 55+.
"While traditional paper coupons are still popular with many shoppers, online and mobile coupons are gaining popularity," said Jackie Warrick, president and chief savings officer for CouponCabin. "Coupon usage via online and mobile is being embraced particularly by younger demographics; those that many might not expect to be coupon users."
Coupon use on smartphones is also prevalent. In fact, nearly one-in-five (17%) smartphone owners who use coupons said they have an app on their device that is specifically designed for coupons. This number is much higher for men aged 18-34, as 30% said they have a coupon app on their phone, compared to 15% of women in the same age bracket. Some 22% of 18-34 year olds overall said they have one, compared to only 10% of adults aged 55+.
Sources: CouponCabin; Harris Interactive / The Marketing Factbook.
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