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Well-Off and Well-Coiffed Adults Use Coupons More, New Research Shows

Affluent, Educated and Metro Consumers Have Adopted a Couponing Lifestyle

MOUNTAIN VIEW, CA  May 25, 2010 – U.S. adults wearing designer duds and diamond studs are on the vanguard of savvy spending, using coupons to fatten their wallets and save big.

That’s because wealthier, more educated and metropolitan Americans are some of the most likely to be coupon users, according to a new survey conducted by Harris Interactive® and commissioned by Coupons.com, the largest provider of digital coupons.

“The advent of digital savings tools coupled with a challenging economy has taken couponing mainstream. All sorts of people – including what we call the ‘sophisticated couponer’ – are proudly aboard the couponing bandwagon.” said Steven Boal, CEO of Coupons.com.  ”We all want the biggest bang for our buck, so the fact that well-heeled, educated and urban shoppers are taking advantage of coupons and searching for them online further illustrates the proliferation of the culture of couponing.”

More Affluent: Six out of 10 adults (61 percent) with a household income of $100,000 or more have redeemed a coupon in the past six months. Additionally, about four in 10 adults (39 percent) in this income bracket have redeemed coupons printed from an online source in the past six months, making them nearly twice as likely to do so as adults with a household income less than $35,000 (21 percent).

More Educated: Adults with college degrees are almost twice as likely to have used coupons in the past six months as those who didn’t graduate from high school, further dispelling the perceived low-brow stigma of couponing. In fact, the survey shows that this group of grads is also more likely to make a purchase specifically to redeem a coupon, visit a product’s Web site to get a coupon and search for coupons online.

More Metropolitan: More than three in four adults (77 percent) who have used coupons in the past six months live in metro areas.

The survey also revealed that just like their female counterparts, men are embracing coupons to rake in the savings. Specifically, about one in two adult males (51 percent) have used a coupon in the past six months. Not only are they using coupons, but over one-third of men (36 percent) responded that they even have a designated place to keep their coupons, and they’re just as likely as women to clip and tell: 18 percent of men have blabbed to a friend about a coupon they found online.

Even if economic conditions improve, eight out of 10 U.S. adults plan to continue to engage in couponing activities, according to the survey findings. “With the development of digital and mobile tools that make savings more convenient, accessible and in sync with consumers’ modern lifestyles, couponing has truly become a learned behavior,” remarked Steven Boal. “Frugal is the new black and couponing is here to stay.”

Additional survey results are available upon request.

About the Survey

 This survey was conducted by Harris Interactive on behalf of Coupons.com. All data collection was done by telephone within the United States from March 5-8, 2010 among 1,017 adults ages 18 and older. Results were weighted for age, sex, geographic region, and race where necessary to align them with their actual proportions in the population.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments.

Therefore, Harris Interactive avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

About Harris Interactive

Harris Interactive is one of the world’s leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. For more information, please visit www.harrisinteractive.com.