MediaPost : Study Finds Coupon Usage Is Intensifying

When it comes to money-saving coupons, the highest-earning segments are most active. Coupon penetration is at 69% of all households through the early part of this year, but 46% in households earning less than $25,000--and it jumps to 71% in families earning more than $75,000.

Usage is highest among those working in such white-collar functions as management, finance and administration. Also intriguing: Smaller households use coupons more than larger ones. Two-person households use more coupons than those with three or four people, and those with five or more people are least likely of all to use coupons.

While shoppers are keen to use coupons for products and stores they already like, they are not often motivated to change. Only 38% of shoppers agree with the statement: "I am often swayed by a coupon to try new food," and an even smaller group--just 30%--agree that "Coupons draw me to stores I don't normally shop." (Baby Boomers are more likely to use coupons to experiment with a new product, and are 12% more likely than average to sample new products this way.)

Read entire article at mediapost.com