Women Clip Most Coupons

Women Primarily Obtain Coupons
Coupons fit into the lives of male and female shoppers differently. They search for coupons in different media, redeem them in different channels, and use them to accomplish different shopping objectives. Across both gender groups, newspapers and direct mail/circulars hold the top spots for finding deals (62% and 58%, respectively). However, women are clearly more involved in clipping coupons, surpassing males in just about all coupon sources except mobile phones.

Men Use Tech for Planning
Interestingly, when it comes to technology and coupons, men start to become more involved in the shopping process with coupon, retailer, and brand websites coming in right behind newspapers as places where they actively seek out coupons. The increased interest in online coupons indicates that men who are seeking coupons online during their pre-planning and research stage of shopping are more open to marketing messaging if provided with the right amount of benefit.

In this case, the coupon would not serve as an awareness-raising vehicle or customer-acquisitions device but as a driver to CRM marketing programs, like frequent-buyer clubs and memberships.

Consumers Eye Coupon Convenience
Nearly three out of four shoppers (74%) report using coupons because they are convenient and useful, while 26% say coupons take too much effort to find and use. Older shoppers (50-plus years) use coupons often and are more likely to use them to buy familiar brands and products, yet a significantly higher amount (32%) report that coupons take too much effort to find and use.

Interestingly, shoppers are split when addressing the issue of whether coupons cause the brand decision or the brand decision drives the coupon search. Shoppers who report that coupons are “convenient and useful” are using them for items that they buy and re-stock often (e.g. paper products, cleaners, cereal).

For items that have a larger repurchase cycle (e.g., furniture, electronics, motorcycles), coupons may not be as useful to the shopper unless they receive them at precisely the right time when they are considering a repurchase or close to a repurchase point.

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