Data Insight: Coupon Users

More than one-third of US online adults use coupons as frequently as once a week. The majority of these consumers tend to be college-educated, middle-aged women. More significantly, however, these frequent coupon users have higher incomes and admit to making impulse purchases. Because they are most willing to participate in deals and have more to spend, this consumer segment represents an opportunity for marketers and retailers attempting to engage a valuable audience. These frequent coupon users are receptive to both online and offline offers and discounts. In order to serve these consumers, retail companies need to develop a cross-channel promotional strategy leveraging both online and offline media.