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Coupon use becomes more widespread

An independent survey has found that consumers from all social classes are using discount coupons and seeking out promotions to make their budgets go further in these difficult economic times.

GENERAL MERCHANDISE

Coupon use becomes more widespread

The research commissioned by UK coupon and voucher services provider, Valassis Ltd, found that promotional offers are having a greater impact than previously thought on the buying habits of post-recession shoppers.

According to the research, 61% of consumers use coupons (up from 52% in the June 2010 survey) with 24% stating that they use them “very frequently”. 16% said they were using more coupons than they were a year ago (up from 14% in 2010) and 37% said they looked out for more promotional offers than they did a year ago (up from 28% in June 2010).  The main reason given for the increased interest in offers and coupons was the price of food (27%) and the rising cost of living (23%).
 
Interestingly, the research also revealed that AB shoppers used coupons as much as any other demographic group with 61% reporting coupon use, and 33% stating that they sought out more promotional offers than they did a year ago.

There were also differences between age groups with coupon usage being highest amongst 35 – 44 year olds at 67% (up from 57% in 2010).

Shoppers in the 25 – 34 age group were the most active in seeking out promotions at 47% (up from 33% in 2010).

Increase in coupon usage was the most marked in the 55 - 64 year old age group at 64%  (up from 52% in 2010) and 29% of the 65+ age group said they were looking out more for promotional offers than a year ago (up from 16% in 2010). 

Valassis said that internet marketers should take this as a clear signal to adapt their promotional messages to appeal to older consumers.

Coupon and voucher downloads from the internet has also grown in popularity with 22% of those questioned saying they had used a voucher or coupon found online (up from 20% in 2010), and 7% using a digital coupon or voucher from a mobile phone in the last year (up from 2% in 2010).


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