• by Sarah Mahoney  @mahoney_sarah, December 11, 2008

While it's no secret that the lousy economy has consumers clipping more coupons, a new study from Packaged Facts shows that relationship is intensifying faster than many marketers are aware of.

The report, which crunches coupon data from numerous sources, including Simmons Research Bureau, says that 87% of consumers now say they prefer to shop at retailers who offer coupons, and 89% say they are more likely to use coupons in a recession. (And that was back when the recession still strictly theoretical.)

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.)

On-shelf coupon machines continue to be customers' favorite source of coupons, followed by color inserts in newspapers. But the report points to rapidly growing opportunities in online coupons, as well as mobile marketing. About 37% of those who receive mobile text advertising say they are more receptive to coupons, free ringtones, or free songs, and more than six in 10 are either neutral or open to text-message marketing. And they said discount coupons to local retailers are the most appealing form of mobile marketing coupons.