Well-off consumers tend to use more coupons
US adults wearing designer clothes are now leading the way in terms of smarter spending patterns, using coupons to extend their earnings and making everyday savings, according to a survey conducted by Harris Interactive for digital coupon provider Coupons.com.
The study found that wealthier, more educated, and metropolitan American consumers are now among the most likely to be coupon users. In fact, according to Coupons.com CEO, Steven Boal, the rise of digital coupons - coupled with a challenging economy - has taken made consumers in all walks of life more likely to take advantage of savings.
Some 61% of adult consumers with an annual household income of US$100,000 or more said they had redeemed a coupon during the past six months, with 39% in that income bracket having redeemed coupons printed from an online source during the same period. This made them nearly twice as likely to do so as adults with an annual household income of less than US$35,000 (at only 21%).
Adults with college degrees were found to be almost twice as likely to have used coupons during the past six months as those who didn't graduate from high school, further dispelling the perceived "low-brow stigma" often associated with coupon usage. And this group was also most likely to specifically make a purchase in order to redeem a coupon, visit a product's web site to get a coupon, and to search for coupons online.
Geographically, approximately three out of four adults (77%) who said they had used coupons during the past six months live in metropolitan areas. And, like women, men are now embracing coupons to make extra savings. Specifically, 51% of men said they had used a coupon during the past six months. But not only are men using coupons, more than one-third of men (36%) said they have a designated place in which to keep their coupons. They are also just as likely as women (18%) to tell friends and family about coupons they find online.
Finally, even when economic conditions improve, 80% of US consumers said they planned to continue to use coupons.
Sources: Coupons Com / The Marketing Factbook.
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