Deal Demographics: Wealthy Use Coupons

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:

Income:

• 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%).

Education:

• 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.

Gender:

• 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.

The survey also found that “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.”

These data are consistent with many other studies that show the popularity of digital (online, mobile) deals and coupons. The “stigma” associated with paper coupons largely goes away online and in mobile.

Related: MMA: 21% Now Using ‘M-Commerce’:

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”).

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