Thirty percent of consumers said they had used more coupons in 2009 than ever before, according to a report by NCH Marketing Services cited at the Supermarket Guru website.
The story also suggested that while internet coupons only represent about 1% of coupon distribution, they represent about 10% of coupon redemption. (In other words, if consumers go to the trouble of downloading and printing it, they’re more likely to use it.)
Implications: While the data cited in this story largely focuses on 2009 behaviors, coupon use could likely be one of those “frugal measures” that consumers will hold on to well into the recovery (and maybe beyond).
Mike Anderson
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