• by Jack Loechner , Staff Writer @mp_research, April 14, 2008

Two-Thirds of Shoppers Plan More Coupon Use

In a recent ICOM survey of U.S. Shoppers, selected from a 40,000 HH database, 67% said they are much more likely, or somewhat more likely, to use coupons during a recession. The breakdown was 45% percent much more likely and 22% percent somewhat more likely. Over the past ten years, the average coupon redemption rate has declined to less than 1.0 percent from a level of 1.6 percent across all U.S. coupons distributed, says the report. 

Broken down by age, 71% of consumers in the 18-34 year-old age bracket said they are much more likely or somewhat more likely to use coupons in a recession. That compares to 68% in the 35-54 year-old bracket and 63% among those 55 years and above.

Geographically,

• 70% of Midwesterners said they are much more likely or somewhat more likely to use coupons in a recession
• 69% of Westerners have a similar position, as do
• 64% of Northeasterners, and
• 62% of Southerners

Income didn't make a significant difference to respondents, with 68% of those earning less than $50,000 a year saying they are much more likely or somewhat more likely to use coupons in a recession, compared to 67% for those earning more than $50,000.

58% of consumers responding to the ICOM survey see their coupon use increasing if they could download a coupon from the Internet and have it automatically connected to an electronically swiped frequent shopper card. Of that 58%, 35% said they are much more likely to use such a card and 23% said are somewhat more likely.

• 77% of consumers in the 18-34 age group said they are much more likely or somewhat more likely to use coupons if given access to this paperless technology.
• In the 35-54 age group, 63% said they are much more likely or somewhat more likely.
• In the 55 and over bracket, 47% said they are much more likely or somewhat more likely.

Peter Meyers, ICOM marketing vice president, says "...Put in perspective, (though), online coupons of all kinds represent less than 1% of the overall coupon market..."

And Meyers concludes "... households of two adults and two children who use coupons wisely can save 25% on their grocery bill annually, without cutting purchases. That saves $2,400 a year based on a typical $800 a month grocery spend, which outstrips the $1,800 economic stimulus check this family has coming in May from Washington."

For more information about ICOM and the study, please visit here.