Seeking to dispel the notion of coupon users as lower income and/or education, Coupons.com and Harris Interactive released some interesting data yesterday on the demographics of coupon usage.
The data are drawn from a consumer survey (n=1,017) conducted in March. Here are the top-level findings:
- 61% of respondents with a household income of $100,000 or more have redeemed a coupon in the past six months.
- 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%).
- 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
- 77% who have used coupons in the past six months live in metro areas.
- 51% of males have used a coupon in the past six months.
- 36% of males 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% of men have blabbed to a friend about a coupon they found online.
Consumers are most interested in using their mobile phones to use discounts or coupons (30%) and to purchase content for their mobile phones (26%). Asians and young adults, ages 25-34 years, stood out as those most interested to use discounts or coupons (38% and 35% respectively were “very interested” or “somewhat interested”).