Nielsen Reports Affluent Consumers Are More Likely to Use Coupons

Posted on 4 September 2009 by Brian HouchinsNo Comments

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In a revealing study, Nielsen found that affluent, suburban shoppers are the most likely to be heavy users of coupons (data captured via Nielsen Homescan Panel).

• More affluent consumers ($70k+) are considered super heavy coupon2 users (39
  percent compared to 35 percent for total U.S. households) and coupon enthusiasts
  (42 percent compared to 35 percent for total U.S. households.)
• Other serious coupon users include those from large households, those
  households with female heads age 54 and younger, as well as consumers living in
  affluent suburban3 and comfortable country4 spreads.
• Those likely to be low or non-coupon users: low-income, 1-member households,
  male-only head of households, African-Americans and Hispanic consumers,
  residents in rural and struggling urban areas.
• The largest groups of coupon users are the super low and low users5,
  accounting for 31 percent of households. Just under one-third (32 percent) of
  all U.S. households didn`t use any coupons during the first half of 2009.
  The recession drove heavier coupon usage as lighter coupon users in 2008
  became heavier users in 2009.
• Consumers show stronger coupon use in edible departments and this is
  particularly true among the coupon enthusiasts, with 85 percent of their coupon
  unit purchases in edible departments (compared to 80 percent for total coupon
  users) and 15 percent of coupon unit purchases in non-food and health and beauty
  (vs. 20 percent for total coupon users).

Story via Reuters

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