Traditionally, coupon users are seen as thrifty middle-aged moms. With the economy hitting a rough patch, other consumers are discovering the benefits of saving a few cents per item. Aside from the standard Sunday morning clippings, blogs and websites (for groceries and manufacturers) are more efficient methods of finding deals (ex. Coupons.com and The Coupon Mom).
McDonalds, as well as other restaurants and retailers, has begun testing mobile coupons. This initiative aims to make coupons “cool” for the younger generation who may be embarrassed of using them in front of their friends (or who just may not want to take the time to find them in the newspaper or online). EMarketer, referencing a BIGresearch study, said over half of 18- to 24-year-olds were influenced in a grocery purchase by a coupon. According to the Coupon Council, only 0.78% of coupons issued in 2006 were redeemed ($2.6 billion). Another eMarketer report describes how coupon use increases with household income, interestingly. Almost 3/4 of repondents in an Amplitude research study had used “at least one coupon online within the previous six months” (eMarketer).
