8/16/13
Women make up about two-thirds of coupon users across various retail channels, according to a Google and Shopper Sciences survey of Americans who have used coupons in the past six months. Channels with the largest proportions of male coupon users are grocery stores and fast-food or casual dining restaurants (men make up 36% of coupon users in each of these channels).
Among coupon users, both men and women are most likely to have used coupons at grocery stores in the past 90 days. Women are more likely than men to use coupons at big box retailers.
The top sources for coupons are direct mail, newspapers, and email. Women are more likely than men to obtain digital coupons from coupon websites and brand websites.
Coupons are popular among Americans at all income levels; more than half (51%) of coupon users have household incomes of $50,000 or more. Consumers with household incomes of $200,000 or more are the most likely to have used six coupons or more in the past 90 days.
Four in 10 consumers (42%) have left a retail store without purchasing an item they’d intended to buy because they had left a coupon for it at home. More than half of shoppers (54%) say it would be extremely or very useful to be able to add digital coupons to a grocery store loyalty card online, so they could redeem them by swiping the card or giving a phone number. Shoppers ages 25-34 are the most likely to be interested in using mobile devices for obtaining and redeeming coupons.
SOURCES: “From Clipping to Clicking: How Today’s Consumers Are Adapting to New, Emerging Forms of Coupons,” April 2013, Google and Shopper Sciences. Google, Jenny Liu, Product Marketing Manager, Zavers by Google, 1600 Amphitheatre Pkwy., Mountain View, CA 94043; 650-253-0000; www.google.com/think/research-studies/from-clipping-to-clicking.html. Price: Available online at no charge.
Shopper Sciences, 101 E. Erie, 10th Fl., Chicago, IL 60610; 404-954-8324; www.shoppersciences.net.
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