Survey: Affluent Smart About Coupon Use
We've all been there. You're in line at the store and someone in front of you pulls out a wad of coupons that takes forever to process. Well, that coupon wielding shopper probably counting her savings in her expensive car as she drives off to her mansion.
Yea, that's right. Coupon's aren't just for the middle class and poor. In fact, according to survey results, six out of 10 adults (61 percent) with a household income of $100,000 or more have redeemed a coupon in the past six months.
The survey, conducted by Harris Interactive and commissioned by Coupons.com, also found that four in 10 adults (39 percent) in the 100k+ 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 percent).
Other findings include:
- More Educated: 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, further dispelling the perceived low-brow stigma of couponing. In fact, 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 Web site to get a coupon and search for coupons online.
- More Metropolitan: More than three in four adults (77 percent) who have used coupons in the past six months live in metro areas.
The survey also found that just like their female counterparts, men are embracing coupons to rake in the savings. Specifically, about one in two adult males (51 percent) have used a coupon in the past six months.
Not only are they using coupons, but over one-third of men (36 percent) responded that they even have a designated place to keep their coupons, and they’re just as likely as women to clip and tell: 18 percent of men have blabbed to a friend about a coupon they found online.
Even if economic conditions improve, eight out of 10 U.S. adults plan to continue to engage in couponing activities, according to the survey findings.
“With the development of digital and mobile tools that make savings more convenient, accessible and in sync with consumers’ modern lifestyles, couponing has truly become a learned behavior,” remarked Steven Boal. “Frugal is the new black and couponing is here to stay.”
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