Most people would guess that the majority of people clipping coupons are middle-to-lower income earning women. However, A recently published article discusses two studies on couponing that show men continue to increase the coupon clipping population, and so do affluent, educated consumers.
Men search for coupons in different media, redeem them in different channels, and use them to accomplish different shopping objectives. Newspapers and direct mail/circulars hold the top spots for finding deals for both men and women (62% and 58%, respectively). However, women are clearly more involved in clipping coupons, surpassing males in just about all coupon sources, except mobile phones.
Studies are also showing that the largest portion of people who clip coupons are affluent, educated people living in urban areas. 61% of adults with a household income of $100,000 or more have redeemed a coupon in the past six months.
This isn’t necessarily the demographic I would have guessed that are actively clipping coupons.