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For Immediate Release July 30, 1996
Contact: Cristi Allen
callen@decisionanalyst.com
Phone: 817-640-6166

Arlington, Texas — Coupons are clipped and saved by nearly 90% of American adults, according to Decision Analyst, Inc., a leading national marketing research firm. In its recent national survey of over 9600 U.S. households, Decision Analyst found that 88% of all adults in the United States clip and save cents-off coupons.

Interestingly, the Decision Analyst survey revealed that Sunday newspapers are the consumer’s favorite source of cents-off coupons. When asked, "Where do you typically find the best cents-off coupons?" approximately 87% of coupon-clippers named the Sunday newspaper as offering the "best cents-off coupons."

The lowest value coupon that consumers will "bother to save and redeem" is 26 cents, on average, across all product categories. "This suggests that coupons of 25 cents or greater value will have the most impact in the marketplace," said Jerry W. Thomas, President/CEO of Decision Analyst, Inc. "Very low value coupons (those less than 15 cents) will tend to be ineffective, especially in attracting new users to a brand," Thomas added.

The incidence of coupon usage appears to be roughly equal across all age groups. That is, the percentage of consumers who clip and save coupons varies very little by age group. However, younger consumers (those 18 to 44) tend to redeem more coupons each week than older consumers (45 or older). The 18 to 44 age group redeems over eight coupons per week, while the 45 or older group redeems about seven per week.

The incidence of coupon usage tends to be affected by education. Among consumers with a high school education or less, 91% use coupons. In comparison, only 82% of consumers who attended graduate school use cents-off coupons. Similarly, consumers with household incomes below $40,000 per year are more likely to use coupons than consumers with household incomes above $40,000.

"The fact that younger, lower income households are heavier users of coupons indicates an economic dimension to coupon usage. Lower income households use coupons to help save money and to extend their purchasing power," stated Thomas.

Its national survey of coupon usage, conducted earlier this year, has a margin error of plus or minus one percent.

For additional information contact:
Cristi Allen
Publicity
Email: callen@decisionanalyst.com
Phone: 1.800.ANALYSIS (262.5974)
Address: 604 Avenue H East
Arlington, TX 76011

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