Great Neilson Article about coupon users

I wanted to share this with you. I found it interesting that "Affluent" households are more likely to use coupons. :) Hummmm...This is from neilsen.com, it's not mine.

Consumer Coupon Usage

11/01/09
General consensus is that the current recession began in the latter part of 2007, with conditions worsening throughout 2008. It was during that time that coupon redemption began to level off from the downward trend it had been experiencing. With coupon redemption climbing 26% in the first nine months of 2009, when compared to the same period in 2008, coupon redemption is once again closing in on the 3 billion mark.

Historically, coupon redemption and economic conditions have been linked. There is an inverse relationship - as the economy worsens, coupon redemption increases. But with this renewed interest come reasonable questions about who is using coupons and how they are using them. Inmar's Advantage Update, "The 2009 Consumer Study" takes a look at these questions in light of today's economy. Following is a sampling of the statistics contained in the study.

The following key learnings regarding consumers and coupon usage were derived by combining data from the Inmar database with data from the FMI's "2009 U.S. Grocery Shopper Trends" and Nielsen's "Manufacturer Coupon Sourcing" study:

• 29% of consumers reported spending more on groceries in the past year, while 28% reported spending less (FMI).

• In early 2009, consumers spent an average of $98.40 per week on groceries (FMI).

• The percentage of consumers who reported looking for cents-off coupons received in the mail or from newspapers and magazines and those who reported using cents-off coupons received in the store to plan their grocery shopping trips increased in 2009 (FMI).

• 75% of all respondents stated that coupons had at least some influence on their decision to purchase a new product (FMI).

• Consumers made an average of 2.0 trips per week to the supermarket or grocery store (FMI).

• 68% of U.S. households used a coupon in the first six months of 2009 (Nielsen).

• 81% of all units purchased with a coupon in the first six months of 2009 were bought by 19% of all households (Nielsen).

• 48% of all products purchased with a coupon in the first six months of 2009 were dry grocery products (Nielsen).

• As grocery spending shifts to non-traditional grocery outlets, coupon redemption has followed. One negative effect of this shift is that consumers tend to associate coupons with conventional supermarkets and may not think of using coupons in non-traditional locations (Inmar).

• Consumers who use fewer coupons spend more per shopping trip (Nielsen).

• Affluent households tend to be heavier coupon users (Nielsen).

• Large households tend to use more coupons (Nielsen).

• White households are more likely to be heavier coupon users (Nielsen).

• Hispanic coupon users are less likely to be heavy coupon users (Nielsen).